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Brand / CampaignCategoryAd DescriptionWhy It WorkedTakeaway for You
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Nike — Find Your GreatnessEmotion-DrivenMinimal copy + relatable messageMade 'greatness' feel achievableMake aspirational ideas personal
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Dove — Real BeautyEmotion-DrivenPhotos of real women, not modelsAuthenticity built trustUse authenticity to challenge norms
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Always — Like a GirlEmotion-DrivenTurned an insult into empowermentFlipped cultural narrativeReframe common phrases for impact
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Liquid Death — Murder Your ThirstHumor/ShockOver-the-top branding in water categoryExtreme differentiationZig when others zag
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Dollar Shave Club — Our Blades Are F***ing GreatHumor/ShockFunny, fast-paced viral adHumor + relatabilityMake ads entertaining
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Poo-Pourri — Girls Don’t PoopHumor/ShockCheeky, taboo-breaking humorAddressed awkward topicLean into uncomfortable truths
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Slack — So yeah, we tried Slack…Proof-BasedCasual case study formatShows real proofTurn case studies into ads
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Airbnb — User Story AdsProof-BasedReal photos + quotes from usersCustomer voice as marketingLet customers sell for you
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Apple — Shot on iPhoneProof-BasedUser-generated visuals + minimal copyShow product resultsHighlight product output
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Spotify — WrappedCreative FormatPersonalized year-in-reviewInteractive, shareableCreate shareable experiences
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New York Times — The Truth is HardCreative FormatMinimal text, cinematic typographyClear + authoritativeUse typography for impact
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Guinness — SurferCreative FormatHigh-art visuals defying beer ad normsDifferentiated in categoryZig when category zags
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John Caples — They Laughed When I Sat Down at the PianoDirect ResponseStory-based print adCuriosity headlineUse curiosity to hook
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Sherwin Cody — Do You Make These Mistakes in English?Direct ResponseDirect promise + challengeSpecific problem solvingPose direct question to reader
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Old Spice — The Man Your Man Could Smell LikeDirect ResponseOver-the-top confidence & humorPersonality-drivenUse bold persona
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Wendy’s Twitter RoastsDigital DisruptionWitty, sassy social postsBuilt cult followingLean into brand voice
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Gymshark TikTok ChallengesDigital DisruptionUser participation-driven awarenessCommunity engagementGet audience to create content
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Duolingo TikTok MascotDigital DisruptionPlayful, absurd, self-aware mascotEntertainment-first approachEntertain before selling
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