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The Ad Professor

@The_AdProfessor

Jan 23 • 9 tweets • 3 min read • Read on X

Scrolly

The best copywriting I've collected this week:

1. Tesla Cybertruck

2. Oatly

Principle: Breaking The 4th Wall

3. Loop

Principle: Steal The Meme

"Do Not Disturb" is copy that billions of people understand from smartphones.

4. The Children's Defense Fund

Principle: The Handbreak Turn

Speed down one road... and then hit a sudden hand break turn.

5. Frost Bank

Principle: Big vs Small

Step 1 - Get their attention with the big font

Step - Educate them with the small font

6. Timex

Principle: Create An Enemy

Position the competition as Darth Vader or "The Matrix". Position your product as Luke Skywalker or Neo.

Once someone explains this strategy to you -- you begin to see it everywhere.

7. KitKat

Principle: Seasonal Marketing

As the tempratures in the UK hit freezing, KitKat ran this ad campaign across bus stops in the UK.

"Have a brrr...eak from the cold"

8. Wild Turkey

Principle: Objection Handling

Reframe the conversation around pricing.

Via the incredible @goodmarketing_hq

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More from @The_AdProfessor

The Ad Professor

@The_AdProfessor

Sep 25

Good ads cause emotion, great ads give you goosebump.

15 beautiful & impactful ads:

1. Depression Awareness

2. Range Rover

Principle: Us vs Them

Step 1 - Show normal

Step 2 - Show the exclusive club you're selling.

3. Iceland anti-drink driving

Principle: The Choiceless Choice

Choose who will drive you home: Ambulance, police, funeral hearse -- or taxi.

It feels like an open question, but you've already given them the answer.

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The Ad Professor

@The_AdProfessor

Sep 9

10 creative ads I've collected this week:

1. Pedigree

2. Listerine

Principle: Problem First. Solution Last.

Don't try to sell them the solution until you've given them the problem to run away from.

3. Hinge

Principle: Sell The Outcome

Hinge running ads of the moments they had a partner -- and deleted hinge.

Selling the outcome.

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The Ad Professor

@The_AdProfessor

Sep 7

Did you know Coca-Cola spends $4 billion per year on advertising?

Here are the 10 best Coca-Cola ads I've collected:

1. Coca-Cola Light

2. Taste Can't Wait

Principle: Your Product > Survival

Position yourself at the bottom of Maslow's hierarchy of needs.

Coke is more important than your phone, wife, food... even survival.

3. The Straw Billboard

Principle: The Social First Billboard

If you create billboards optimised for social media -- you don't just reach people in that area...

You can reach the whole world.

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The Ad Professor

@The_AdProfessor

Sep 2

10 creative ads I've collected this week:

1. Luxor Highlighters

2. Sennheiser

Principle: The Overflowing Cup

Not only do you not have to worry about battery life... The battery will last longer than yours.

3. Depression Awareness

Principle: The Small Text Reveal

Step 1 - Reader sees the big text

Step 2 - Reader thinks it's the sad looking person nearby

Step 3 - Reader sees the small text

Step 4 - Reader realizes Steffen is the person smiling in the distance

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The Ad Professor

@The_AdProfessor

Sep 1

The 10 best BIC ads of all time:

1. BIC Pens

2. Pens & Razers

Principle: 1+1=11 BIC sells razors and pens.

They took out ads next to one another for both products.

If you think outside the box, 1+1 can equal 11.

3. BIC Color

Principle: Contrast Effect

If you want to make cold water feel like hot water -- put your hand in ice cold water before putting it into the cold water.

If you want to sell a coloured pen -- limit them to a basic black pen first.

Read 11 tweets