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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

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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

Ad Professor

adprofessor.com -> Helped 3x billion dollar companies get their best ads.

The 20 best ads I ever created

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

The best billboard ads of all time:

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

16 ads that will give you goosebumps

Here's an ad I made for Lego on my coffee break. 

What 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

An ad I made for Duracell inspired by recent events.

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

George Mack

We Multiply high-growth companies across the internet. 

Trying to build the best marketing agency in the world -> www.multiply.marketing

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 best ads from last week and beyond 

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

10 great copy examples I collected this week

Faith Odama

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

Campaign of the week: Burger King "Bundels of Joy" 

This one's an ode to mothers...

Principle: Product > Survival

When the most important moment of your life happens, and the next thing you want is a Whopper...

You’ve officially made a product that beats primal needs.

When your body's been through everything, your cravings speak the loudest.

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

The 10 most impactful ads I've collected this week 

10 great hooks to stop the scroll:

1. Tabasco 

Principle: The Double Meaning Hook


2. Burger King

Principle: The Shock Hook

Step 1: Shock them with the hook 

Step 2: Explain with the small print


3. Rolex

Principle: The Aspirational Hook

"If you had our product, you'd be way ahead."


4. Oatly 

Principle: The Obvious Swear Word


5. Apple Mac

Principle: Simplicity Comparison 

If you can [Easy action], you can use our product. 


6. Dutch Barn

Principle: The Identity Hook

People love to see themselves in successful stories. 


7. Volvo 
 
Principle: The WTF Hook 

Make a statement that'll make them double-take like dissing your own product. 


8. Nike 

Principle: The Motivational Hook 


9. Casio

Principle: The FOMO Hook

Make your audience feel like they're missing out if they don't have the "latest great product". 


10. The Cycle Oregon Century Ride

Principle: The 180 Hook 

Step 1: Cause alarm

Step 2: Flip it to a positive

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 hooks to stop the scroll

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Here’s one of my favourite ads we made for Nike.

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The 15 funniest ads of all time: 

1. Band Sports Channel

Principle: The Subtle Joke

People love British humour because of how subtle it is.

This is gold.


2. Lively 

Principle: Call Out The Elephant In The Room


3. Lumix GM

Principle: The 10X example

Exaggerate the benefit, eg, the ease. 


4. Detour Sunglasses

Principle: The Secret Wink 


5. Durex Extra Large

Principle: 2+2=AHA

Set up the equation and wait for the Aha moment. 


6. Olay Eye Cream

Principle: 10x the Benefit


7. Daihatsu

Principle: Funny Reframe

If you have an unsexy practical product, make it sexy with a funny reframe.


8. P*rnhub 

Principle: The Relatable Moment


9. KFC

Principle: Anti-Fragile

Turn your copiers into sexy social proof.


10. Chat GPT

Principle: Call out the elephant in the room


11. Game Boy Colour

Principle: Kill The Bad News


12. Listerine

Principle: 10x The Pain


13. Nur Die 

Principle: Destroy The Competition 

This 10x visual is hilarious.


14. Pro Plus

Principle: The Nightmare Scenario 

Don't just sell them the benefits of your product. 

Sell them on the pain points of NOT using your product.


15. Chipotle

Principle: The Secret Meaning

The 15 funniest ads of all time

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

Here’s a Nike ad I made for today. 

Happy Mother’s Day.

Here's an ad I created for WWF for Easter.

Happy Easter Sunday everyone.

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

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