Creative advertising: best examples and secrets of creation

Creative advertising is probably the best tool for promoting a product or brand. They may not like sweets or snacks, but the phrases “Don’t Be Slow – Snickers” or “Chester Loves Cheetos” lie deep in the subcortex. You can make something similar for your product and that’s it.

The problem is, it’s impossible to stream creative and catchy ads and slogans any better than one another. However, it is quite possible to create a memorable campaign even if there is no inspiration today. In our article, we will tell you how to create a creative ad, we will analyze examples of the best and worst options.

Standard ads have antipodes – creative ads. It can be found on the streets quite often. It’s always an unusual, sometimes even provocative look, which sets it apart from its standard competition. Such presentations allow you to explain out loud and be heard by potential users. The accent lies in a certain “fuzziness” and it is this “chunk” that arouses interest and stands out from the gray masses of competitors.

This is where creative advertising stands out. It must be understood, decrypted and thus remain in the user’s memory for a long time.

Creative advertising is used when there are no special offers that appeal to customers, when it is difficult to motivate users to act in a rational way. Then it is important to demonstrate the core values ​​of a product or brand through emotional impact.

Creative advertising is often used as a lure, i.e. it is first shown a series of incomprehensible images or videos, after a while it is explained which company or brand it belongs to.

This technique uses a teaser and a tuner. That’s good, because at first it arouses maximum curiosity in everyone who sees such an ad, and after the secret is revealed, positive emotions come – the answer is accepted. It’s even better if the ad offers a true independent guess: “That’s what I thought!”

Functional creatives are subject to general rules for creating advertisements and are therefore accepted:


Today, the main rules of creativity are direct appeal to consumers, honest acknowledgment of problems in society (a slippery topic, but much appreciated), a description of the company’s strengths and weaknesses.

For example, in 2018 the FAS found that Durex advertising was unreliable: it provided false data on the number of people in Russia infected with sexually transmitted diseases. The company was fined and the buyer recalled the fraud. A year before this scandal, there was another involving manufacturers of dietary supplements for pregnant women.

The ad uses an element of intimidation, namely if you take this supplement you will give birth to a healthy child, and if you don’t take it then…. This lie is also remembered.

short and capacity.

Slogans always accurately reflect the basic idea. First, it must be clear and simple. No one will be surprised by “beautiful, high-quality and high-status furniture from Italy that will decorate your home”. The list of features that no one cares about is now outdated.

Here are some bad examples. Rexona’s slogan: “Don’t let the smell of sweat mark you.” It’s long and it’s not very clear what kind of stigma it is. Also, a related negative: analogies with cattle branding, or in the minds of consumers, the idea that “Rexona calls me a pig or a cow” comes up.

Another example is the slogan “Refreshing lightness of being” in the Hefe Veranda advertisement with the Ochakovo brand. No one can explain how yeast relates to creatures and how light they can be refreshing.


Functional advertising doesn’t just improve advertising techniques that used to work well. Sometimes repeating even a very good idea doesn’t work.

There is such a famous slogan: “Chester loves Cheetos.” Absolutely everyone is listening. But marketers decided that it needed updating because it was so old and getting old. This makes the slogan unreasonable: “Cheetos-Style Soak”. The placement is unclear, and the association with the word “mochito” is definitely not the most appetizing.

Preparation stage for making creative ads
Before creating an ad, you need to understand who you are talking to and what exactly you want to say. In other words: define the message and target group. Since you only have a few seconds to get your message across to users, it’s important to focus on a few benefits. If you try to cover them all at once, the ads won’t reach their destination.

Once the message thinking is established, a decision must be made about who to go to. It is important to understand that the text and the plot of the ad itself depend on the choice of the target audience.

The target group (TA) is determined by the following parameters:

  • Age;
  • Training;
  • Income;
  • Profession;
  • Marital status;
  • behavior, taste;
  • Hobby.

It’s useful to focus on an average representative of your audience, it doesn’t have to be general. Then you need to put yourself in their shoes and find out how often, why, and when they use your ad. If you’re still not using or have stopped, find out why. Anyone who understands people and their needs already has the foundation for good advertising.

product analysis.

Please note that advertisers tend to have biased prices on their products, so research reviews and specifications and test the product yourself if possible.

Evaluate past creative work of clients and competitors.
We studied TOV carefully, the meaning associated with it, how it was designed, and the approach to advertising in general. This analysis helps to identify working relationships and approaches that don’t work at all.

systematization and conclusions.

Analyze your selected ad according to various parameters: offer, communication tone, product. It will understand what and how to produce results in a particular niche.

This approach also helps generate ideas, paints a clear picture of what the company has done before and thus makes it easier to come up with new strategies.

brain attack.

Mark yourself different advertising ideas, literally every thought, make an offer based on the information you received beforehand.

structure layout.

Use different factors when classifying creatives – importance and audience, placement and format, product, and funnel stage.

Verify the results according to the “Visual + Benefit + Emotion” formula.
If the creative is good, it meets three requirements:

  • The visual component makes a first impression and attracts users.
  • Provide useful information for rational users: what are the advantages of the product, what customer problems will be solved after the action. CTA is simple and easy to understand.
  • Emotions. Layouts that are too “dry” work poorly and don’t stand out against the general backdrop. The emotional state of the audience is best influenced by visuals and lyrical: laughter, excitement, interest, etc.