Rattibha

The 10 most creative ads I've collected this week:
1. Luxor Highlighters

2. Bumble
Principle: Stack the memes
Meme 1 = "Life is too short"
Meme 2 = "Binge watching Harry Potter"
Stack those memes -- and then sell your product.

3. Fit4Less
Principle: Zig where others zag
There's so much brand safety in 2023.
Stand out by doing the opposite.

4. Summoners Greed
Principle: Break the 4th wall
If you're running out of ideas -- try calling out the elephant in the room.

5. Range Rover
Principle: Create an us vs them
Show the mediocre normal -- and then show the exclusive club you're selling.

6. Plum Guide
Principle: Sell the YOLO
Everyone is procrastinating on their next holiday.
If you remind them how scarce life is, you create activation energy.

7. Huel's Reddit Ads
Principle: Jab-Right Hook
The reddit crowd might be the hardest to advertise to -- Huel have leaned into this by looking like a native Reddit post.

8. World Wildlife Foundation - Endangered Animals
Principle: Change 1 variable
Use the same image -- but change 1 variable.
This advertising technique has been around since the start of advertising -- and will never go away.

9. Spacegoods
Principle: Create an enemy
Coffee is the enemy (Darth Vader) -- and Spacegoods is the saviour (Luke Skywalker)

10. Honda
True story: This ad was voted the best ad ever according to the Drum.
It may have accidentally launched the global AMSR industry.
Every ASMR ad on TikTok right now is the grandchild of this advert.