The Ad Professor

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Chief Ad Officer

Multiply

Helping the world's biggest brands create unforgettable advertising.

CMO of Multiply

Social Chain

Innovation Lead

Team Leader

adidas

- Former professional football freestyler 
- Beat hundreds of applicants across the UK to feature in the Adidas advert for the FIFA World Cup.

Face of Brand

adprofessor.com -> Trying to make the best adverts on the internet.

2 things: 

1. Ad Professor is the fastest growing advertising media in the world. Last year, we reached over 300 million people from our ad content. Go here --> adprofessor.com/newsletter

2. The Ad Professor agency, Multiply, has helped some of the world's largest consumer companies on their advertising strategy. Go here --> adprofessor.com

The most creative ad copy of all time

21 examples: 

1. 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


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. Daihatsu

Principle: The Reframe

Step 1 - Find a 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 knows

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.

George Mack

The most creative ad copy of all time

The 8 Funniest Ads of the Week (and the Principles Behind Them)

Humour in ads is risky: The best brands don’t chase laughs they use humour to reveal truth about the product, the audience, or the category.

Here are 8 examples that nailed it:

1. Signage:

Principle: Reverse Psychology Marketing
 Turning a bad review into a reason to visit. By leaning into criticism, they make the brand feel honest, funny, and confident — and people trust that more than perfection.

2. Mill Street Brewery

 Principle: Product > Ads
 Sometimes the best ad copy is to remind people you’re too busy building the product to talk about it. That confidence is the marketing.

3. Apple – iPhone

 Principle: Quote Hacking
 Take a cultural phrase everyone knows then make it yours. “What happens in Vegas, stays in Vegas” becomes a perfectly understated iPhone flex.

4. Babylon Health

 Principle: In > At
 A single crossed-out word flips the meaning completely: from “hours in the doctor’s office” to “minutes at your phone.” Editing as strategy.

5. Postmates

 Principle: Hyperspecific Inside Joke
 Humour hits harder when it’s niche. A vegan-coded joke that only the target audience gets? That’s memorability money can’t buy.

6. The Episcopal Church

 Principle: Handle Objections with Humour
 When you’re usually serious, a light touch lands even harder. Turning criticism into comedy builds trust faster than any statement of intent.

7. Mercedes-Benz

 Principle: The Small Print
 “$20,095. It doesn’t need a big sell.” Confidence communicated entirely through understatement.

8. Porsche

 Principle: The Bad/Good News
 Every piece of bad news hides a marketing opportunity if you reframe fast enough. Comedy as crisis control.

Takeaway:
 Great humour in ads isn’t about punchlines it’s about precision.
 It works when it reveals something honest, unexpected, and smart about your brand.

PS. Need help with your advertising?

If you're looking for help with your creative or performance advertising, apply here to work with the best team I've ever worked with 
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The funniest ad copy I've collected this week.

23 Lessons from David Ogilvy:

1. Search all the parks in all your cities; you’ll find no statues of committees.

2. The best ideas come as jokes. Make your thinking as funny as possible.

3. You are advertising to a moving parade, not a standing army.

4. Do not address your readers as though they were gathered together in a stadium. When people read your copy, they are alone.

5. Remember, you are a human being writing to another human being. Neither of you is an institution.

6. Tell your prospective client your weaknesses before they notice them. This will make you more credible when you boast about your strong points.

7. Avoiding excess in all things is a recipe for dullness and mediocrity.

8. A good advertisement is one that sells the product without drawing attention to itself.

9. 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.

10. 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.

11. People who think well, write well.

12. The most important word in the vocabulary of advertising is “test.”

13. On average, five times as many people read the headline as read the body copy.

14. When you have written your headline, you have spent eighty cents out of your dollar.

15. Tell the truth — but make the truth fascinating.

16. Advertising is only evil when it advertises evil things.

17. Advertising people who ignore research are as dangerous as generals who ignore decoded enemy signals.

18. Raise your sights. Blaze new trails. Compete with the immortals.

19. I am a lousy copywriter, but I am a good editor. So I go to work editing my own drafts.

20. If you’re trying to persuade people to buy something, use the language in which they think.

21. Insist that due dates are kept, even if it means working all night. Hard work never killed a man — people die of boredom.

22. If you are lucky enough to write a good advertisement, repeat it until it stops selling.

23. At the start of your career in advertising, what you learn is more important than what you earn.

Here's an advert idea we did for WHOOP.

Who should we do next? Or...

Need help with your advertising?

If you're looking for help with your creative or performance advertising, apply here to work with the best team I've ever worked with --> adprofessor.com

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