Ad Professor's Linkedin Analytics

The best ads from last week and beyond, and the principles behind them: 1. Pampers Principle: Show, Don't Tell 2. Stella Artois Principle: Your Product > Survival Place your product at the top of Maslow's Hierarchy of Needs. Higher than money, love, and in this case, peace and comfort. 3. SOAR Principle: Interface Hijacking "Does your child ever feel like a stranger?" Irish charity advertises support for parents in new Adolescence-inspired ad. 4. Klarna Principle: The Contrast Effect Show them the contrast of owning your product vs not: Without: Neanderthal With: A winner 5. Chupa-Chups Principle: Visual Metaphor Don't tell them your product incites happiness, show them your product is happiness. 6. KitKat Principle: Replace The Common Variable KitKat replaces phones with KitKats in new ad to highlight the need for a break from the screens. 7. IKEA Principle: The Hidden Benefit Main Benefit: Decoration for your home. Hidden Benefit: Hide unwanted details. 8. The Simpsons Principle: Nostalgia Is a Heluva Drug 9. KFC Principle: The 10x Great use of exaggeration in new KFC ad. 10. Ecover Principle: The 10x Comparison Put out your message in more relatable terms. Eg. cramming your carry-on. PS. Need help with your ads? If you're a company spending $50K+ on advertising per month and want to take things to the next level. Apply here --> adprofessor.com

The funniest Easter ads of all time: 1. Kafer 2. McDonald's - Hidden Egg Seeds 3. Stabilo "Highlight the wolf in sheep's clothing" - clever 4. Reese's 5. Wilkinson Sword 6. Cadbury 7. Boeri Helmets  "Remember to ski and surfboard responsibly." 8. Heineken 9. IKEA - flat pack bunny PS. Need help with your ads? If you're a company spending $50K+ on advertising per month and want to take things to the next level. Apply here --> adprofessor.com

Here's an Easter ad I created for British Airways. Happy Easter Egg hunting. PS. Need help with your ads? If you're a company spending $50K+ on advertising per month and want to take things to the next level. Apply here --> adprofessor.com

Here's a fun ad I created for IKEA on my coffee break. What company is next? Make it fun. PS. Need help with your ads? If you're a company spending $50K+ on advertising per month and want to take things to the next level. Apply here --> adprofessor.com

Most creative ads of all time: 1. Bic Pens Principle: The Timeless Product 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. Specsavers - Sydney Airport Principle: The Location Hack Specsavers putting a "Welcome to Melbourne" ad in Sydney airport. Clever way of using the location to advertise their product. 4. Burger King Principle: The 10X Your product is the only thing that will satisfy a woman who's just given birth. 5. Ziploc Principle: Your Product > Survival 6. Soundcloud Principle: Hero's Journey Soundcloud showing off the talent that was first discovered on their platform. 7. Van Gogh - Museum Cafe Principle: The Subtle Wink Van Gogh Museum making a subtle wink to the fact van Gogh famously cut his own ear off. 8. Colgate Principle: 2 + 2 = ? Set up the ending... let them figure it out. "A lifetime of smiles" 9. Adidas Principle: Anchoring Effect Adidas trying to anchor themselves as an iconic brand by tying themselves to iconic individuals. 10. Apple Music Principle: Show, Don't Tell Don't tell your audience how it will work, show them. 11. Aero Mexico Principle: The Real Why You're not selling a flight. You're selling visiting a loved one. 12. Burger King - 70 Year Anniversary Principle: Alchemy Even a 70 year anniversary can be turned into a marketing opportunity... 13. British Airways Principle: Classical Conditioning British Airways associating themselves with a fine glass of wine. (Something their demographic loves) 14. KFC Principle: Gamification "What level of wing eater are you? Novice or Expert?"  Very cool. 15. Spotify Principle: Unexpected Connection Step 1 - Find 2 polar extremes that share a mutual love Step 2 - Connect them for your ad 16. Super Mario Principle: Break the 4th Wall Mario pops out of a Warp Pipe aka a 'Colonne Morris'. 17. IKEA Principle: Sell The Magic Moment Features of a bed = Emotionless Jumping on a comfy bed after a long day = Magic Moment. 18. Lupin - Netflix Release Principle: The Aha Moment Netflix had a new show about a jewelry thief... They created jewelry ads... where the jewelry was missing. Beautiful AHA moment. 19. Coca-Cola Principle: Your Product > Other Products Everything becomes secondary to consuming your product, even your phone. 20. IKEA Principle: Viral Hacking Pillow = Boring Pillow being ripped apart by a puppy = Viral If your product is boring, leverage viral assets. 21. DASH Water Principle: Create An Enemy DASH putting its ad about 'healthier drinks' vertically over a Coke ad. 22. Parkrun Principle: Recommended By Experts Parkrun doing a campaign of doctor subscriptions for their weekly community running events. Brilliant.

Here's a concept campaign I've worked on for Coca-Cola. Principle: Speak Your Audience's Language Trying to attract Gen-Zs and Xs? Use their language. Which company should I do next? PS. Need help with your ads? If you're a company spending $50K+ on advertising per month and want to take things to the next level. Apply here --> adprofessor.com

The 10 most impactful ads I've collected this week: 1. Star Wars - Episode 1 Principle: 2+2=? Step 1: Present the main subject Step 2: Provide a clue in the back ground = The Aha Moment One of the best posters I've ever seen. 2. Ford Principle: The Complete 180 Step 1: Present an outrageous statement Step 2: Destroy it with a stunning fact. 3. ASH - Action on Smoking & Health Principle: The 10x Metaphor If you want to scare parents, make their negative behaviour childproof. 4. Travel Channel Principle: The Visual Representation The Travel Channel representing remote control buttons as the destinations it covers. Genius. 5. Stella Artois Principle: The Stolen Item If people are stealing your product, use it in an advert. Stealing is the ultimate form of social proof. 6. Patagonia Principle: The Counter Brag Highlight your expertise by calling out your shortcomings. People will feel the contrast. 7. Adidas Principle: The 10x Metaphor 8. Metacure - Constipation Release Principle: Break The 4th Wall "Sometimes sh*t is easier said than done". Clever out the box thinking. 9. The Budapest Sun Principle: The Matrix vs Neo The Matrix = Standard news Neo = The Budapest Sun 10. 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 the impact of a seatbelt

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Burger King spent over $1.3 billion on advertising in 2023. Here are some of their best ads: 1. "Bundles of Joy" Principle: The 10X Your product is the only thing that will satisfy a woman who's just given birth. 2. 70th Anniversary Principle: Alchemy Even a 70 year anniversary can be turned into a marketing opportunity... 3. Mouldy Whopper Principle: Show The Evidence Burger King showing their audience their burgers are real by letting them rot. One of the best campaigns I've seen. 4. Be a King Principle: Iconic Layering Pick an iconic figure and layer your product on top. 5. Silly Whopper Principle: The Humble Brag 6. Burger King Principle: Anti-Fragile Customer tweets that they sprained their jaw at Burger King... Burger King turns this into an ad: "We warned you it was big" 7. Grill Lines Principle: Subtle Comp Dunk 8. Burger King Delivery Principle: Sell The Outcome "Order without leaving home" Beautiful ad of the outcome. 9. Burger King Recruitment Principle: The Subtle Dance It's obvious enough that McDonald's employees will get the joke. But it's subtle enough that McDonald's can't sue them. 10. Burger King - Coin Ad Principle: Reframe The Price You can get a crispy chicken for coins you leave next to your keys. 11. Principle: Anti-Fragile Burger King set on fire from its grill -- they turned the image into an advert: Flame Grilled since 1954. There's always an opportunity to advertise. 12. Most Important Meal Of The Night Principle: The Reframe Burger King targeting the late-night audience by reframing breakfast. "The most important meal of the d̶a̶y̶... night" 13. Go as far as you can Principle: Show pent-up Demand "To go. As far as you can" Our product is so good that people who order to go... start eating after 5 meters. PS. Need help with your ads? If you're a company spending $50K+ on advertising per month and want to take things to the next level. Apply here --> adprofessor.com

The 10 funniest social media ads I've collected this week: 1. Turkish Airlines Principle: The Knockout Punch This response from Turkish Airlines to the New York Post. Bravo. 2. Heights Principle: Viral Trend Hijacking Heights used this viral AI Barbie Box challenge trend at its peak to promote their supplements. Timing is everything. 3. Jumpspeak Principle: Go After The Comp Jumpspeak going after their biggest competitor is bold. But it does the job. 4. Dame Products Principle: Hijack The Conversation Step 1: Identify the trending topic Step 2: Insert your product Dame Products added a 'Tariff Surcharge' and posted it on Instagram. 5. Lagoon Sleep Principle: Interface Hijacking Seeing this screen will trigger the dopamine-chasing part of the brain and stop the scroll. Genius. 6. Kloudy Jewellery Principle: The Irresistible Offer Step 1: Create desire by presenting a choice Step 2: Present an irresistible offer by giving one option as part of a deal. 7. Ryze Coffee Principle: Benefit In Disguise So effective, it might be TOO effective. 8. Apple Principle: The Minimalist Ad No marketing gimmicks, no fancy graphics. Let the product speak for itself. 9. IKEA Principle: The Secret Wink 10. Meet Up Principle: Ads That Don't Look Like Ads Make ads that start a conversation. PS. Need help with your ads? If you're a company spending $50K+ on advertising per month and want to take things to the next level. Apply here --> adprofessor.com

10 great ad copy examples you won't get from AI: 1. Daihatsu Principle: The U-Turn Take them down a familiar path: "A mechanic fixing a car" Do a complete 180: "Call an ambulance" 2. Campari Principle: The Reverse Statistic If you want to appear more European and less American -- drink Campari. "In Europe, almost everybody has a Campari and soda before lunch" 3. Joseph Giles Principle: Advertising is magic "Door handles are the handshake of the building; make sure it's a good one" Good advertising can turn door handles into a status symbol. 4. Durex - Thin Condoms Principle: The Subtle Change "Your" vs "The". Gold. 5. Hinge Principle: Call out the elephant in the industry 6. Apple TV+ Principle: The No Idea Ad Can't decide on an idea for an ad? Make that your ad. It humanizes your brand. 7. L.L. Bean - Fog Supplies Principle: The Hidden Benefit Main Benefit: A bed for your pet Hidden Benefit: your bed to yourself 8. Brinox Principle: The 10x Example "The wrong cut ruins everything." 9. Spanx Principle: The Non-Endorsement If you can't afford celebrity endorsements, think outside the box. 10. Carslberg Principle: Change 1 Variable You can change the whole meaning of your ad by changing 1 variable. Smart reframe here from Calrsberg. PS. Need help with your ads? If you're a company spending $50K+ on advertising per month and want to take things to the next level. Apply here --> adprofessor.com

The 10 most creative ads I collected this week: 1. KFC Principle: Anti-Fragile Turn your copiers into sexy social proof. 2. Pringles x Super Mario Principle: Break the 4th Wall Mario pops out of a Warp Pipe aka a 'Colonne Morris'. 3. IKEA - Severance Principle: Pop Culture Hijacking 4. Oatly Principle: The Social Proof Ad Oatly doing a blindfold experiment, resulting in people loving the taste better whilst blindfolded, and making a series of cheeky OOH ads out of it.  Brilliant. 5. Monopoly Principle: The Side Quest If there's a hidden benefit to your product, use it. 5. Listerine Principle: 10x The Pain 6. Coca-Cola Principle: The Subtle Slot Coca-Cola subtly slotting its logo into popular food names from around the world. 7. Heinz Principle: The Versatile Product No matter what it is - you need Heinz. 8. Nur Die Principle: Destroy The Competition This 10x visual is hilarious. 9. Expedia Principle: 2+2=? Give your audience the clues. Wait for the AHA moment. 10. Canine College Principle: Iconic Layering Pick an icon and layer your product on top of it. PS. Need help with your ads? If you're a company spending $50K+ on advertising per month and want to take things to the next level. Apply here --> adprofessor.com

The best ads I collected this week: 1. Specsavers Principle: Break The 4th Wall 2. IKEA - Severance Principle: Pop Culture Hijacking This Severance-inspired IKEA set drops just in time for the show's release. 3. LEGO Principle: Iconic Layering Use something iconic to stand your product on top of. 4. Times Of India Principle: The Shock Scroll-Stopper Show your audience something they can't ignore. 5. Jim Beam Principle: Call Out The Elephant In The Room 6. Ariel White Principle: Show, Don't Tell Don't tell your audience how effective your product is. Show them. 7. IKEA Principle: The Infinite Product For everyday and extreme situations, your product is the answer. 8. Orbit Principle: The 10x Metaphor Breakfast: Egg Lunch: Chicken 9. Taekwondo School Principle: Show The Outcome Don't say what they'll be able to do. Show them. The more extreme the better. 10. Snickers Principle: The Infinite Metaphor "You are not you when you're hungry" - winking at Twix. Snickers created an infinite ad metaphor they apply 24-7. PS. Need help with your ads? If you're a company spending $50K+ on advertising per month and want to take things to the next level. Apply here --> adprofessor.com

My Favourite Ad of All Time: “The Hook” – Volvo And here’s why... The President of Volvo pulls off one of the wildest stunts ever... just for a YouTube ad. Principle: 10x Thinking When you push an idea to the absolute extreme, you don’t just get 10x the views... You might get 1,000,000x. And how perfect is this: The ad is literally called “The Hook”. It features a hook. And the first two seconds? An instant hook that pulls you in. Masterclass. PS. Need help with your ads? If you're a company spending $50K+ on advertising per month and want to take things to the next level. Apply here --> adprofessor.com

16 ads that will give you goosebumps: 1. Iceland Met Police 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. 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 3. Unicef Principle: Show Them The Hidden Pain 4. Organ Donation - France Principle: Visualising The Hidden Value "Thousands of people owe their lives to Organ Donors" 5. Royal Legion Principle: The Celebrity Name Harry Styles was the name of a soldier who died in WW1. Clever advert from the British Royal Legion. 6. The New York Times Principle: The Crazy Hook Adolf Hitler was a writer, scientist, war hero, art critic, vegetarian, billionaire, time MOTY 1938, orator and son. "Half-truths are lies too" 7. World No Tobacco Day Principle: Keep the language -- change the image. Visualize the non-smoking area in a way they've never seen before. 8. Nike Principle: 4 Words "If I had more time, I would have written a shorter letter" - Cicero 9. Stabilo Highlighters Principle: Lollapalooza effect Charlie Munger has a concept called Lollapalooza: It's when you combine multiple persuasion techniques at once. This ad combines iconic association, storytelling, AND showing the product in action. 10. The Times Of India Principle: The Shocking Metaphor Show them something they can't ignore. This metaphor for what a plastic bottle does to ocean life is powerful. 11. Getty Images Principle: The Timeless Product From 1918 to 2020, Getty has the images you need. 12. Save The Children Principle: The 10x metaphor "Don't Let His Dream Die" - Incredible concept ad from Save The Children. 13. ASH - Action on Smoking & Health Principle: The Achilles heel If you can't convince a parent to stop smoking -- appeal to the only thing more important than their life. 14. Lung Pong Principle: User Interface Hacking Video game industry is worth more than music and entertainment combined. Steal the interfaces. 15. NHS - Mental Health Principle: Experience > Symptoms Don't focus on the symptoms. Focus on what the symptoms feel like. 16. Save a Life Principle: Use Real Life Stories PS. Need help with your ads? If you're a company spending $50K+ on advertising per month and want to take things to the next level. Apply here --> adprofessor.com

Here's a fun ad I created for Turkish Airlines on my coffee break. Which company should I do next? PS. Need help with your ads? If you're a company spending $50K+ on advertising per month and want to take things to the next level. Apply here --> adprofessor.com

23 lessons from David Ogilvy: 1. Search all the parks in all your cities; you'll find no statues of committees. 2. 3. The best ideas come as jokes. Make your thinking as funny as possible. 4. 5. You are advertising to a moving parade, not a standing army. 6. Do not address your readers as though they were gathered together in a stadium. When people read your copy, they are alone. 7. 8. Remember you are a human being writing to another human being. Neither of you is an institution 9. 10. Tell your prospective client your weakness before they notice them. This will make you more credible when you boast about your strong points. 11. 12. Avoiding excess in all things is a recipe for dullness and mediocrity. 13. 14. A good advertisement is one which sells the product without drawing attention to itself. 15. There is no need for advertisements to look like advertisements. If you make them look like editorial pages, you will attract about 50% more readers 16. 17. Big ideas come from the unconscious. This is true in art, in science, and in advertising. But your unconscious has to be well-informed, or your idea will be irrelevant 18. 19. People who think well, write well 20. 21. The most important word in the vocabulary of advertising is 'test'. 22. 23. On average, five times as many people read the headline as read the body copy. 24. 25. When you have written your headline, you have spent eighty cents out of your dollar. 26. 27. Tell the truth, but make the truth fascinating 28. 29. Advertising is only evil when it advertises evil things. 30. 31. Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals. 32. 33. Raise your sights. Blaze new trails. Compete with the immortals. 34. 35. I am a lousy copywriter, but I am a good editor. So I go to work editing my own draft. 36. 37. If you're trying to persuade people to buy something, use the language in which they think. 38. 39. Insist that due dates are kept even if it means working all night. Hard work never killed a man. People die of boredom 40. 41. If you are lucky enough to write a good advertisement, repeat it until it stops selling. 42. 43. At the start of your career in advertising, what you learn is more important than what you earn. Bonus one: “When Fortune published an article about me and titled it: 'Is David Ogilvy a Genius?', I asked my lawyer to sue the editor for the question mark.” - David Ogilvy PS. Need help with your ads? If you're a company spending $50K+ on advertising per month and want to take things to the next level. Apply here --> adprofessor.com

Here are the 20 best ads I ever created: 1. Tesla 2. Mastercard 3. LEGO 4. Porsche 5. Ryanair 6. Instagram 7. Colgate 8. Nike 9. Grammarly 10. McDonald's 11. Emirates 12. Asana 13. Patagonia 14. Specsavers 15. TikTok 16. WHOOP 17. KitKat 18. Nutella 19. Patron 20. KFC Which one is your favourite? PS. Need help with your ads? If you're a company spending $50K+ on advertising per month and want to take things to the next level. Apply here --> adprofessor.com

Confession: I collect ads like rich people collect art. Here are the 14 best car ads I've collected: 1. Daihatsu Principle: Principle: Funny Reframe If you have an unsexy practical product, make it sexy with a funny reframe. 2. Range Rover Principle: Us vs Them Step 1 - Show normal Step 2 - Show the exclusive club you're selling. 3. Porsche Principle: Appeal to their inner childhood dream state. 4. Porsche Principle: Darth Vader vs The Jedi Traffic = Darth Vader Porsche = The Jedi 5. Volvo Principle: If you have a USP, show it in the most extreme environment. 6. Porsche LeMans ad Principles: Humble Brag 1. People trust a 9/10 rating more than a 10/10 2. If you're going to dunk on your competition, make it hilarious. 7. Volkswagen Golf Principle: Show your product's flexibility for every season 8. Toyota Land Cruiser Principle: 90% of statistics are made up. The more specific the number and the funnier the claim - the better. 9. Volkswagen - Precision Parking Principle: The 10x idea Think of your new feature -- and then find the 10x absurd metaphor. 10. Volkswagen Principle: The Minimal To Do List Before you show them how much time your product saves -- first show them how much time competitors take up. Gold from @GoodMarketingHQ 11. BMW Principle: The Timeline Show the history of your industry -- and end the story with your product. 12. The Beetles vs The Beatles Principle: The Ultimate Play On Words The Beetles (car company) re-created The Beatles (band) album cover. Genius. 13. Polo - Small But Tough Principle: A picture paints a 1,000 words. 14. BMW Principle: The Competition Dunk Warning: Do not try this at home. Bonus one... Here's a Tesla ad I created on my coffee break. Bonus two... Here's a Porsche ad I created on my coffee break. PS. Need help with your ads? If you're a company spending $50K+ on advertising per month and want to take things to the next level. Apply here --> adprofessor.com

The best billboard ads of all time: 1. 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. 2. Air Asia Principle: The Hidden Swear Word Make the customer swear without swearing. "Phuket, I'll go." 3. Temperature Sensitive Billboards Principle: Break The 4th Wall Use the environment to interact with your ad. 4. Abramson Cancer Centre Principle: Specific Language If you're appealing to a specific audience, use their specific language. 5. New Balance Principle: Skeuomorphism Create magic by taking something from one medium (digital) and applying it to another medium (billboard). 6. The Bulb Billboard Principle: The 3D billboard 7. Homebase Principle: The Social Media Billboard Don't just create a billboard for the local area... Create a billboard that the local area will put on social media, and spread to millions of people. 8. Viagra - Concept Ad Principle: Break The 4th Wall One of the best ideas for a Viagra billboard of all time. Use the environment of your ad to break the 4th wall. 9. X (Previously Twitter) Principle: Hero's Journey Twitter ran old tweets of people's dreams as ads -- next to the person achieving their dream. They should bring back this campaign 10. Simons Roofing Principle: Flip The Meme Take well known sentences... And insert your product into the conversation: 11. McDonalds Principle: User Interface Hacking Apple alarm interface turned into an ad. 12. LEGO Principle: The Video Game Ad Clever way of turning the local surroundings into an ad. 13. Mcdonald's Sun Dial Principle: Link your product to habitual events. Friday by Rebecca Black might be a terrible song -- but it's still getting played weekly 12 years later. 14. KitKat Principle: User Interface Hacking Looks like a Google calendar that their brain sees every day -- and then you realize it's an advert. 15. Lewis Capaldi Principle: The Humble Brag Balance out your bragging with self-deprecation. People prefer 9/10 over 10/10. 16. Detour Sunglasses Principle: The Hand Break Turn 17. Silberman's Fitness Center Principle: Show, don't tell. 18. Duolingo Principle: Habit Loops Call out the specific moment they are in. Specificity > Generality 19. Easy Jet Principle: The Competition Reply Easy Jet took out this billboard next to British Airways... Clever. Bonus one... Here's a billboard ad I made for Emirates. Bonus two... Here's a billboard ad I made for Instagram in Paris. Last but not least... Here's a billboard ad I made for Nike. PS. Need help with your ads? If you're a company spending $50K+ on advertising per month and want to take things to the next level. Apply here --> adprofessor.com