The Sleuths’ Post

Ad insight - Create a Villain Nikon's viral campaign positions AI as a massive existential threat to itself, humanity, and the world. Powerful enemy, compelling story. Now Nikon isn't just another camera company. It's fighting the good fight. “Don’t give up on the real world.” PS: Follow The Sleuths for daily great ads!

Ad insight — Be the painkiller, not the vitamin. Painkillers are "need to have." But vitamins are "nice to have." One solves a need, the other improves an existing solution. Guess which one people are more likely to purchase? Yep, and McDonald's knows too. So they made Coke a painkiller in this brilliant ad. “102 reasons to refresh yourself." PS: Follow The Sleuths for daily great ads!

Ad insight — Contrast creates interest. There aren’t two groups more different than supermodels in London and dads in Ohio. Yet this ad helped put New Balance back on the map. Three takeaways: 1. Be different, not better. 2. Make it simple to make it memorable. 3. “The best ideas come as jokes.” — Ogilvy PS: Follow The Sleuths for daily great ads!

David Ogilvy has a saying: "The best ideas come as jokes. Make your thinking as funny as possible." McDonald's, Father's Day 2021. PS: Follow The Sleuths for daily great ads!

Ad insight - Make it meme-able. As part of a movie trailer, Barbie and Ken both get arrested. She looks terrified. He thinks it's hilarious. The Barbie movie team knows exactly what they're doing. They dropped a viral meme template in the middle of a movie trailer. A marketing masterclass. PS: Follow The Sleuths for daily great ads!

Ad insight - People buy better versions of themselves. In Mario games, you get a mushroom and become a bigger Mario. You may even throw fireballs. You may have seen the marketing comparison. You don't sell the mushroom. You sell the big, fire-throwing Mario. That's what Gold's does so well here. PS: Follow The Sleuths for daily great ads!

Ad insight — Turn failure into success. The Pratfall Effect: People who admit small flaws are more relatable. “Nobody’s perfect.” Porsche, 1983 PS: Follow The Sleuths for daily great ads!

In German, this ad reads “Protect the wildlife before it’s too late.” It’s brilliant for many reasons: 1. Highlights abrupt pattern disruption 2. Uses Twitter (“X”) logo to signal extinction PS: Follow The Sleuths for daily great ads!

Ad insight - Create a mystery. What’s the pink goat? You must know. So you go to Google: “pink goat Apple TV” Boom, you’re hit with a special offer to join Apple TV and an article about Messi. If you’re a soccer fan, you know the goat is Messi. But millions of Americans aren’t. This may be their first interest in the sport. Apple uses that to their advantage. Bonus: Apple sent this super hi-def image to Adage to make sure the billboard went viral. PS: Follow The Sleuths for daily great ads!