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Jul 18 • 23 tweets • 7 min read
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
Jul 7 • 11 tweets • 4 min read
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.
Jul 4 • 23 tweets • 7 min read
The 20 funniest ads of all time:
1. Bible App 2. Detour Sunglasses
Principle: The Hand Break Turn
Jun 26 • 10 tweets • 3 min read
The 10 best ads I've found this week:
1. Consumer Safety Institute 2. McDonald's - Chat GPT
Principle: The Obvious Choice
McDonald's asking AI which is the most iconic burger.
It was a Big Mac.
May 27 • 11 tweets • 4 min read
10 creative ads I've collected this week:
1. Kindle 2. Task Rabbit
Principle: Lyric Hijacking
Step 1 - Take songs stuck in people's heads
Step 2 - Tweak to fit your brand
May 20 • 12 tweets • 4 min read
10 creative ads I've collected this week:
1. Iceland anti-drink driving 2. Azercell Judo
Principle: The 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.
May 18 • 14 tweets • 5 min read
The 12 most creative billboard ads I've collected:
1. Timex 2. Air Asia
Principle: The Hidden Swear Word
Make the customer swear without swearing.
"Phuket, I'll go."
May 17 • 10 tweets • 4 min read
Confession:
I collect ad copy like billionaires collect yachts.
9 examples: 2. 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.
May 16 • 13 tweets • 5 min read
10 creative anti-smoking ads I've collected:
1. Lung Pong 2. Cancer Cures Smoking
Principle: The reverse copy
3 words of pure gold.
May 15 • 12 tweets • 4 min read
9 creative social media ads I've collected this week:
1. IKEA 2. Golden Blossom Honey
Principle: Lollapalooza Effect
Charlie Munger has an idea called Lollapalooza.
It's when you stack multiple persuasion techniques together.
This ad combines a 4 word catchy slogan, a 3D ad and stops the scroll on the newsfeed.
May 14 • 19 tweets • 6 min read
Confession:
I collect ads like rich people collect art.
Here are the 15 best car ads I've collected: 2. Range Rover
Principle: Us vs Them
Step 1 - Show normal
Step 2 - Show the exclusive club you're selling.
Apr 16 • 12 tweets • 4 min read
10 creative ads I've collected this week
1. Vaseline 2. BiC Whiteout
Principle: The Deliberate Mistake
Step 1: Commit a deliberate mistake - the funnier this is, the better.
Step 2: Show the solution - your product.
Apr 13 • 11 tweets • 4 min read
BIC
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.
Apr 3 • 11 tweets • 4 min read
9 creative social media ads I've collected this week:
1. Ring Doorbell 2. Cookie Bros.
Principle: Stop the Scroll
The first 2 seconds are crucial.
Start with something impossible to scroll past.
Apr 2 • 10 tweets • 4 min read
8 great copy examples I've collected this week:
1. Land Rover 2. Reed Jobs
Principle: The Double Meaning
Looks like an ad about sex... Actually an ad for a job board.
Mar 26 • 10 tweets • 4 min read
Confession:
I collect ad copy like rich people collect watches.
8 examples: 2. Master Dog Trainer
Principle: 2+2 = ?
Step 1 - Set up the equation
Step 2 - Let them have the Aha moment beneath the ad
Mar 25 • 13 tweets • 5 min read
10 creative ads collected this week:
1. Viagra 2. New Zealand Transport Agency
Principle: Shock After Shock
Step 1 - Show someone in a car accident (Shock)
Step 2 - Realise this is what it looked like because he wore a seat belt (More shock)
Clever ad using survivors of car crashes to stress impact of a seatbelt
Mar 19 • 14 tweets • 4 min read
13 most creative car ads I've collected (or created):
1. Range Rover 2. Daihatsu
Principle: Funny Reframe
If you have an unsexy practical product, make it sexy with a funny reframe.
Mar 18 • 11 tweets • 4 min read
10 creative ads I've collected this week:
1. Luxor 2. 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
Mar 16 • 11 tweets • 4 min read
10 creative anti-smoking ads I've collected:
1. Lung Pong 2. Cancer Cures Smoking
Principle: The reverse copy
3 words of pure gold.
Mar 13 • 11 tweets • 4 min read
Confession:
I collect ad copy like rich people collect watches.