Great ads hit the mark. They are so relatable that you just feel the need to interact with the products on the other end of the spectrum. But what’s in the DNA of the greatest ads ever? This guide will look at seven great ones to find out what made them work.

Omega Watch Advertisement

The Omega ad showcases the Omega Speedmaster watch, aligning its image with durability and reliability under extreme conditions. Here’s why it stands out:

Historical Association: The ad links the watch to significant historical events—specifically the Apollo-Soyuz space mission. This not only establishes the product as durable but also as a part of history. This kind of association lends an aspirational quality to the product, suggesting that wearing this watch aligns the consumer with these heroic feats.

Questioning the Status Quo: The headline “How can a man in a $27,000 suit settle for a $235 watch?” is intriguing and challenges societal norms around value and prestige. It flips the script by suggesting that the watch, despite its lower price compared to luxury items like a spacesuit, does not compromise on quality or prestige.

Endorsement by Usage: By noting that NASA chose this watch for all its astronauts, the ad uses one of the strongest forms of endorsement—adoption by a reputable and professional entity. When a product is good enough for space, it’s more than adequate for everyday use on Earth.

Durex Advertisement

This Durex ad uses a simple yet extremely effective message for Father’s Day:

Witty and Playful: The humor in this ad comes from a cheeky, slightly risqué play on words. By wishing a Happy Father’s Day to users of competitors’ products, Durex subtly hints at the potential consequences (fatherhood) of using less reliable contraceptives. This kind of humor tends to be memorable and can generate buzz through shares and discussions.

Minimalist Design: The design is stark in its simplicity, which makes it visually striking. The lack of images or clutter focuses the reader’s full attention on the punchline. In an age of information overload, such simplicity can be very effective at capturing attention.

Emotional Trigger: By leveraging a holiday like Father’s Day, which connects deeply with family and personal relationships, the ad cleverly plays on emotions. It stirs thoughts about personal choices and consequences, making the message resonate on a personal level.

Chupa Chups Advertisement

This Chupa Chups ad cleverly emphasizes the product’s sugar-free attribute using a very visual and instinctive scenario:

Visual Metaphor: The image of ants ignoring a Chupa Chups lollipop plays on the well-known behavior of ants being attracted to sugary foods. By showing ants not clustering around the lollipop, the ad visually communicates that the lollipop is sugar-free. This is a clever use of nature to illustrate a product feature without words.

Simplicity and Focus: The ad is simple and minimalistic, focusing solely on the lollipop and the ants. This simplicity makes the message clear and direct, ensuring that viewers immediately understand the sugar-free claim without any distractions.

Natural Setting: The use of a natural setting, contrasting with the artificiality of a candy, enhances the message. It subtly implies that the lollipop is more ‘natural’ due to its lack of sugar, aligning it with healthier or more natural choices, which is appealing in today’s health-conscious market.

Porsche Advertisement

The Porsche ad utilizes nostalgia and aspiration, cleverly positioning itself against competitors:

Direct Questioning and Challenge: The headline “Honestly now, did you spend your youth dreaming about someday owning a Nissan or a Mitsubishi?” directly challenges the viewer’s aspirations and memories. It’s provocative, prompting the viewer to reflect on their own dreams and aspirations regarding sports cars.

Exclusivity and Aspiration: By suggesting that the Porsche 911 has always been a dream car, the ad elevates its status as a timeless, aspirational product. It’s not just a car; it’s a lifelong dream come true for potential buyers, thereby adding emotional value to the ownership of a Porsche.

Comparative Advantage: The ad not only promotes Porsche but also subtly diminishes the perceived value of its competitors by implying they are not dream-worthy. This tactic leverages the psychology of superiority, suggesting that owning a Porsche places the buyer in a more exclusive and desirable group.

BMW Motorcycle Advertisement

This BMW ad is a great example of creating a hierarchy of happiness linked to lifestyle choices, which effectively positions the brand:

Lifestyle Aspiration: The ad cleverly uses a progression of happiness related to life choices—drinking, marrying, and riding a BMW motorcycle. By placing riding at the peak of this hierarchy, the ad elevates the experience of owning a BMW motorcycle to the highest form of long-term happiness, making it highly aspirational.

Simplicity in Message: The straightforward and memorable phrasing, “If you want to be happy for a lifetime, ride a BMW,” is easy to recall and strongly associates the brand with a universally desired emotional state—happiness. This kind of message resonates deeply with consumers looking for more than just a product, but a path to fulfillment.

Classic Visual Appeal: The vintage style of the motorcycle and the monochrome imagery give the ad a timeless quality, appealing to both nostalgia and the timeless pursuit of joy, suggesting that the motorcycle isn’t just a vehicle but a perennial source of joy.

Gold’s Gym Advertisement

The Gold’s Gym ad uses transformation imagery to promote fitness results, making it a powerful motivator:

Visual Transformation: The ad displays a sequence of images showing a man progressively losing weight and getting fitter. This visual representation of transformation is not only compelling but also communicates the effectiveness of Gold’s Gym in achieving noticeable fitness results.

Motivational Appeal: By using the word “FIT” to frame each stage of the man’s transformation, the ad reinforces the idea that fitness is achievable and measurable. It speaks directly to anyone looking to make a physical change, offering both a promise and evidence of what can be achieved through dedication and gym membership.

Bold Color and Design: The stark yellow background grabs attention and ensures high visibility. The simplicity of the layout focuses the viewer’s attention on the transformation narrative, making the message both bold and unmissable.

Porsche 911 Advertisement

Another Porsche ad, this time leveraging humor and a bit of cheek to sell its sports car:

Humorous and Edgy: The ad uses a playful and slightly risqué joke to create a memorable image about the Porsche 911. The humor, which plays on the car’s small size and the lifestyle it affords its owner, resonates particularly well with a demographic that appreciates luxury with a side of humor.

Minimalist Aesthetic: The use of minimal text and a single, clean image of the Porsche 911 focuses attention on the car’s design and the clever punchline. This minimalist approach helps the message stand out and ensures that it is both impactful and aesthetically pleasing.

Lifestyle Appeal: By linking the car to desirable social outcomes (“the minute you get out”), the ad not only sells the car but also the glamorous lifestyle it implies. This type of messaging is effective in appealing to those who see their vehicle as an extension of their social and personal identity.

Each of these ads uses a different strategy—emotional aspiration, visual transformation, and humor—to connect with their audiences in unique and effective ways. They not only promote the products but also embed them within appealing lifestyles, making them memorable and desirable.

If you’re in search of the best written ads for your business, we’ve come to the right place. Let’s have a word on how to help your business reach more eyes and sell.