It’s Saturday afternoon and you’re browsing a book for your fiction-obsessed friend.
You turn the fiction aisle, and a chalkboard sign stops you dead.
“Fictional characters—making your love life look boring since forever.”
You snort out loud.
“So true!”
The genius book staff knew exactly what a great fiction book does–letting us escape from our regular lives.
That little ad copy for fiction books hits the spot.
And that’s what good ad copy does.
It makes us laugh loud, cry, or move us into action.
Today, we’re doing a master dive into unforgettable ads that showcase the magic of words in pulling our heartstrings, tickling our funny bones, and convincing us to say, “Take my money!”
Unpacking the Magic Behind Great Copywriting Ads
You can have the sleekest color palette, amazing actors, and the most visually striking design elements, but if your copy falls flat, it’s hard to save your ad.
Every marketer understands that to write effective ad copy, you need to know how to use words that sell and ones that don’t. However, the key isn’t exactly in the words themselves but in the emotions they create in the customer.
Below are some of the best ads to help you understand just how crucial it is to tell, not just a story, but to make emotion and words part of the pitch.
Laughing Our Way to the Checkout
1. Old Spice – “The Man Your Man Could Smell Like”
Why It Works
There’s a reason why this ad keeps getting nods from marketers and advertising people, it’s simply that funny! Old Spice used unexpected humor and a wildly overconfident spokesperson to create an ad that was impossible to ignore.
Isaiah Mustafa’s character is so well crafted that even though he says the most absurd things at times, (“Don’t smell like sunsets and baby powders. Smell like jet fighters and punching”) he still manages to come off as cool, collected, and very likable.
It wasn’t just the copy and delivery but also the fact that Old Spice knew exactly who their target was–women who wanted to envision their partners having the same confidence and smelling better.
Key Line
“Look at your man, now back at me, now back at your man, now back at me.” It’s ridiculous yet unforgettable, selling both the product and the personality.
2. Dollar Shave Club – “Our Blades Are F*ing Great”**
Why It Works
Blunt, bold, and utterly hilarious, Dollar Shave Club’s launch ad felt like a breath of fresh air. And yes, this is done in the same vein as the Old Spice ad (ahem, me thinks it’s even inspired by it!)
But the great thing is Dollar Shave Club successfully added its twist to the confident man formula by appealing to its main audience of men tired of having to buy overpriced blades. The confident, “ordinary man” brand personality hits the spot perfectly and the no-nonsense approach works great for the brand.
Key Line
“Are the blades any good? No. Our blades are f***ing great.” This direct approach broke down the pretense of typical shaving ads and felt truly relatable.
3. Snickers – “You’re Not You When You’re Hungry”
Why It Works
This is a classic Snickers ad. Yes, it’s already decades old but it’s still charming as ever. The chocolate giant playfully linked hunger to personality changes, literally showing how you can be a different person when you’re hungry. The brand invites viewers to laugh at the transformations caused by the hunger, and of course, show that the magic fix is to have a Snickers.
Key Line
Person 1: “You’re playing like Betty White out there!” Betty White: “That’s not what your girlfriend says!” The dialogue is funny and the line, “You’re not you when you’re hungry” is memorable.
4. Poo-Pourri – “Girls Don’t Poop”
Why It Works
Most companies would shy away from toilet humor, especially literal ones, but what if your product is about using the toilet? Well, Poo-Pourri manages to tackle this taboo topic with humor and class. With a prim and proper spokesperson (complete with a bright blue dress, pearls, and a British accent!) delivering the pitch about bathroom spray while sitting inside a bathroom stall, you know you’re in for one unusual ride.
Standout Line
“Spritz the bowl before you go, and no one else will ever know.” Another bonus, “But what can be done of that subtle scent of a 300-pound dairy farm?” They even throw in a little dig at themselves that yes, this is a real product!
Poo-Pourri manages to make us laugh about something no one wants to discuss, creating a memorable, relatable product pitch.
Ads That Gave Us The Feels
5. Google – “Parisian Love”
Why It Works
Simple can be effective. In one of Google’s most charming ads, a young man’s journey from finding love to starting a family unfolds entirely through Google searches. There are no fancy sets or even actors in this ad, but it tugs at the heartstrings by playing on the universal themes of love, discovery, and the possibilities of the unknown.
Key Emotional Element
No actors, no talking—just the story told through words in a search query. It’s simple yet incredibly powerful. The viewer is drawn and stays glued to the screen just watching where the story will go.
6. Budweiser – “Lost Dog”
Why It Works
There’s a reason why so many big ads feature a beloved pet or animal, it’s an easy way to make it relatable and get the viewers emotionally invested in the story.
After all, approximately 66% of American households (that’s about 87 million) reported having one pet, and 66 million of those own dogs!
So it’s no surprise people will respond to an ad where a lost puppy is reunited with its owner. Budweiser took a sweet lost-and-found story and added their iconic Clydesdales to seal the emotional impact. I’m obliged to warn you, if you’re a dog lover then get the tissues out before hitting play on this one.
Key Emotional Element
When the puppy finds its way home, we can’t help but feel a swell of happiness. This ad is the epitome of a feel-good story that shows how friendship can exist anywhere.
There’s no dialogue in this or any copy. But I would say that the lyrics to the music serve as the copy instead. They featured the song I’m Gonna Be (500 Miles), originally recorded in 1988 by The Proclaimers. However, instead of the boppy upbeat original, they opted to use the slower, more melodic version by Sleeping At Last.
And guess what? It’s a hit! The slower version fits perfectly with the emotional impact the commercial is after. This is a beautiful and creative way of adding “copy” to an ad that is already impactful and striking.
7. Always – “#LikeAGirl”
Why It Works
This ad took the phrase “like a girl” and transformed it into an empowering message. By showing young girls redefining the phrase, Always created a rallying cry for strength and confidence. If you’re unfamiliar with the brand, Always specializes in feminine hygiene products so this ad and its message speak volumes about their stance.
Key Emotional Element
“Like a girl” went from insult to empowerment, helping viewers to rethink stereotypes. This ad became more than marketing, it became a movement.
8. Nike – “Dream Crazy”
Why It Works
Nike’s ad featuring Colin Kaepernick encouraged viewers to push their limits and pursue their dreams, regardless of the consequences. With bold visuals and powerful narration, this campaign inspired audiences worldwide.
Key Emotional Element
“Believe in something, even if it means sacrificing everything.” This message (and the ad itself) sparked debates but also ignited passions, connecting Nike to the idea of personal courage.
Another good line of copy here is “Don’t ask if your dreams are crazy, ask if they’re crazy enough.” Love this ad or not, there’s no denying that the ad rocks us to our core, reminding us of our own “crazy” dreams and what we’re doing to try and achieve them.
Persuasive Ads That Made Us Say “Take My Money!”
9. Apple – “Think Different”
Why It Works
There’s no way to mention great ads and ad copy without mentioning Apple. The “Think Different” copy is so impactful that even though it came out in 1997, many still remember it today.
Apple’s iconic campaign celebrated creativity, individualism, and visionaries who dared to break the mold. This powerful copy connected with those who saw themselves as “crazy enough to change the world.”
Impactful Line
“Here’s to the crazy ones…” This ad didn’t just sell products; it sold a mindset, inviting everyone to see themselves as part of a unique community of creators and innovators.
10. Volkswagen – “Think Small”
Why It Works
Sometimes, flipping the script can be an effective way to get people to take notice. At a time when big cars were popular, Volkswagen flipped the script by proudly championing the Beetle as the “small” choice.
The ad’s simplicity and humility resonated with a growing market of consumers who wanted something different. Remember, this came out back in 1959 so it was an unusual marketing tactic but one that has proven to be effective. The print ad version of this campaign is also worth checking out.
Ad Copy Tactic
By challenging conventional wisdom, Volkswagen carved out a new niche and appealed to consumers looking for practicality over pomp.
11. De Beers – “A Diamond Is Forever”
Why It Works
Today, hardly anybody mentions diamonds without thinking that it’s made to last forever. And it’s thanks to De Beers that this powerful and memorable idea has stayed on for decades. You see, De Beers understood they weren’t just selling jewelry, they were creating a symbol of everlasting love.
This iconic tagline first came out in a 1948 campaign and has made diamond engagement rings the ultimate gesture of romance, setting a standard that still exists today.
Impact
“A Diamond Is Forever” didn’t just advertise diamonds, it redefined them as a cultural must-have, making them synonymous with commitment.
12. Avis – “We Try Harder”
Why It Works
As the underdog in car rentals, Avis owned its second-place status and used it as a selling point. This refreshingly honest campaign connected with audiences tired of big brands who didn’t seem to care.
Ad Copy Tactic
By saying, “We try harder,” Avis positioned itself as the brand that would go above and beyond for its customers. They also made television ads for this campaign and it was also hilarious.
13. Oatly – “Wow, No Cow”
Why It Worked
Oatly turned the plant-based milk conversation into something fun and memorable with their quirky, bold copy. The line “Wow, No Cow” challenges the dairy industry’s traditional narrative with humor while also making a clear statement about the product’s animal-free nature. Oatly broke the mold with an unconventional and catchy tagline that both sparks curiosity and encourages brand loyalty.
Impact
“Wow, No Cow.” Basically, the ad shows a guy (the founder) singing this tagline in the middle of a wheat field while playing with his keyboard. That’s it. The copy is effective because it’s memorable and it’s catchy! Two things that help make any brand unforgettable in the eyes of its audience.
Unveiling The Magic – Why Some Copywriting Ads Work
Emotional Connection
Creating an emotional connection is the golden rule in any marketing ad. Advertisements that make us feel something, whether that’s laughter, nostalgia, or inspiration, tend to stick.
Relatable Humor
Laughter makes us feel good, and when we laugh at an ad, we often subconsciously associate that good feeling with the brand. A good laugh resonates, making the brand feel approachable and relatable. Old Spice, Snickers, and Dollar Shave Club knew their audience’s frustrations and brought humor into the mix to help them connect on a more personal level.
Persuasive Power
By appealing to people’s dreams or challenging expectations, ads like Apple’s “Think Different” and De Beers’ “A Diamond Is Forever” sold more than just products, these companies sold a vision of belonging or aspiration. This is also why until now, these ads have remained a part of the social psyche.
How You Can Create Ad Copy That Connects
Know Your Audience
The best ads resonate because they speak directly to the audience’s desires, frustrations, and dreams. It’s all about creating an ad that feels like it’s speaking to them.
Balance Emotion and Clarity
Don’t let creativity get in the way of clarity. Always make sure the message is easy to understand, even if it’s heartfelt or humorous. The copy you use, whether in the form of dialogue, tagline, or even the lyrics to the background track, needs to reinforce the story or message you are trying to communicate.
Be Bold and Original
Don’t shy away from taking risks! Many memorable ads (both in print or broadcast) push boundaries, but they do so with respect and insight, knowing that boldness can create a lasting impact.
Wrapping Up
Words have the power to move, inspire, and entertain.
These ads show us that sometimes, all it takes is the right line or a well-timed joke to leave a lasting impression.
Let these examples inspire you to create copy that doesn’t just sell but connects on a deeper level.
Happy writing! Go make something unforgettable!
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Curious about creating standout ads for your brand? Nicole Steffen Design can help bring fresh ideas into your B2B marketing. Book a no-pressure call, and let’s talk about how we can make an impact together.
