Thread by @The_AdProfessor

The most creative ad copy of all time

21 examples:

1. Depression awareness

2. Land Rover

Principle: The U Turn

Step 1 - Take them down a predictable path (Returns policy)

Step 2 - U-turn to something they didn't predict

3. Nike

Principle: 4 Words

"If I had more time, I would have written a shorter letter" - Cicero

4. Diahitsu

Principle: The Reframe

Step 1 - Find sexy product in the industry

Step 2 - Reframe the benefits so you're sexier than them

5. Wall Street Journal

Principle: Trim The Fat

4 words. Pure gold.

"If I had more time, I would have written a shorter letter"

6. Hyposwiss

Principle: Punchline First

Write the punchline: "They like us because of our honesty"

Then write the set up: "We like our clients because of their money"

7. New Balance

Principle: The Unexpected Connection

8. Fiverr

Principle: The Handbrake Turn

Use the headline to capture their attention...

And the small print to take a handbrake turn.

9. Transport For London

Principle: The Contrast Effect

Use the 1st sentence to create a small win.

Use the 2nd sentence to create a massive loss.

The 2nd sentence feels more extreme due to the contrast of the 1st sentence.

10. The Economist

Principle: Create an Anti-Customer

11. BMW

Principle: The Rule of 3

Use the 3rd line to take an unexpected left turn

12. Hinge

Principle: Call out the elephant in the industry

13. AHM - Health Insurance

Principle: Lyric Hacking

Step 1: Find a song lyric everyone in the world know

Step 2: Slot your product into it

I've got 99 problems but X ain't one.

14. Porsche 944S2

Principle: Hypnotic Identity Bias

If you don't think this car is exciting -- you must be dead. Therefore if you're not dead, you must think it's exciting.

The most hypnotic ad copy ever.

15. Reed Jobs

Principle: The Double Meaning

Looks like an ad about sex... Actually an ad for a job board.

16. Rolex

Principle: Sell The Dream... Then The Product

This is hypnosis:

"If you were achieving your dreams, you'd be wearing our product"

17. Lewis Capaldi

Principle: The Humble Brag

Balance out your bragging with self-deprecation.

People prefer 9/10 over 10/10.

18. Toronto City - Anti-littering ad

Principle: Fork The Common Phrase

19. Plum Holidays

Principle: Sell the YOLO

Everyone is procrastinating on their next holiday.

If you remind them how scarce life is, you create activation energy.

20. Toyota

Principle: The Original

If you can't advertise the latest sexy technology -- call yourself the original version.

21. BMW

Principle: Reverse Hypnosis

If you know about cars, you want a BMW.

Therefore, if you don't want a BMW, you don't know about cars.

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