Do you have a flattering appearance?


This is the tag of a skirt. This gives me the promise that it is designed so that I will look and will fabulous. I immediately bought it.

It also mentions some Innovative seam – who knows what it might be? – but they won me with the second paragraph.

Many ads write about the amazing technologies and ingredients they used to create the product. Such a waste that poor customer is not trained enough to understand it.

While it gives credibility to the product to mention such features, it is much more important to describe how the customer will feel after buying it.

And yes, I feel fabulous:)



Why we work longer hours


A lot of companies advertise their long opening hours (if they have it). But why is it good for the customer.

I agree, if the customer takes the energy and time to think it over it is rather obvious: you can use their services even after work etc.

But it is never enough to leave it on the customer to find out why we are the best, we have to tell them.

This is what a real estate agency does in this brochure – targeted on landlords. They explain that the fact that they work long hours enables the best tenants to approach them after they are finished with their – well paying – job for that day.

A case study reinforces their headlines. Well done.

If you see a  creative ad you like, send it to me so that I can write about it.

Brad is single


This ad is not new, and I am sure you all saw something like this .- or a review of this – the days when Brangelina broke. It was amazing how right the next day this theme was used in marketing and business worldwide.

Usually, I would say it is a great idea to use a recent happening for our benefit – also known as newsjacking – and if we act fast, we can be among the first ones to get the attention.

In this specific case however I feel it crossed a line, I would not do.personally. When it is about the tragedy of a family, I would not make a joke of it.

So the ad is good from a marketing point of view, but morally it is a no for me: What do you think? Tweet it here.

Fabolous Fortnight


What I’d like to point out here first is not the copy, but the design. Yes, the design it has nothing to do with the trendy story-based close-ups and testominals in the middle – but this is the beauty of it. it dares to be different.

It actually takes us back to the 80ies and to the world of the circus and show. The title of the sales period is also like the title of a show: Fabulous Fortnight!

Bravo! Much better than saying: Sale lasts for two weeks. A change in the style, being different than the mainstream usually helps, if done and if it holds up in the whole concept.

If you see an ad you like, send me a photo of it.

Our cows provide fresh milk


First of all, I really like those ads where the actual product is not shown (and just to be fair, there are some fabulous ones where it is shown:)

In this case, they take a step back from the end-product, the milk and show where it comes from: the cow.

The copy brilliantly features a USP: “the only supermarket” and then explains the benefit for the customer: where the fresh milk comes from to his table.

At the same time, it is a great example of brand building and responsible behaviour without explicitly saying it.

The Unusual Times


As I browsed the current issue of the Evening Standard I suddenly bumped into a very unusual spread which took me back in time.

Travelling back in time combines nostalgy and provokes emotion – even if the period was before we were born – with our curiosity to know the past and compare it with the present.

It can be the design, photos, drawings or the copy, but if it is not filled with the right content it can easily fail. In this case, they don’t simply write about some historic facts about travelling in public transport back then but add humour – resulting in a very amusing ad attracting the readers to stop and indulge.

They also add a competition: ask the readers to tweet stories which happened to them when using public transport.

It attracts the attention of the reader for a much longer period than showing a bottle of vodka.

If you see and ad you like, just take a photo and tweet me.


Coffee with trousers


Ancient idea again, but still underused. We ordered some pairs of trousers for my husband, and as we opened the box, I spotted this flyer with the trial offer of the Pact Coffee.

I was happy to see it as

1. I really like them, as they are a social enterprise and sell fantastic coffee.

2. This was a great cross-sell example.

The delivery box is a free carrier as the delivery is paid anyway. So why not to include a flyer for an upsell for your own product, or an offer from an affiliate partner.

Unlike on this flyer it is the best to create a relation between the two products somehow instead of just dropping in a flyer.

If you see a nice ad you like on the tube or in the magazine, take a photo and send it to me:

The fox stealing shoes


A brilliant content marketing idea: a real estate agency publishing an article with the diary of an agent.

It starts with a cute story of a fox stealing the high heels of one of the prospects during the flat viewing. Great opening the catch the attention.

Then it goes into more details – but not in a boring way – how they successfully closed deals, rented flats which are very difficult to rent, and how smoothly they handle their cases.

It is a perfect mixture of the ‘behind the scenes’ factor to keep me reading and the implication of how professional they are. Unconsciously I feel by the end, I really want to work with them. Isn’t it the easiest way to get me there?

We are surrounded by so creative ads, if you see one, take a photo and send it to me:


Yoghurt ad without the yoghurt


A shamelessly simple way of showing the benefit instead of the product. Sainsbury has a series of ads showing mouthwatering dishes.

It is part of their #LittleTwist campaign showing how one unusual ingredient can spice up your dinner and eventually make you the star of the kitchen with a small effort.

They blog the recipes and have some videos as well, but the main takeaway here is really basic: just show the the end result what I want and not the tools. Brilliant!

If you spot a creative ad, or would like to show yours, send me it to

Jokers, Brokers and Smokers – what do they have in common?


The other day I asked my son why he thought an ad worked and he pointed out two things. (By the way, it is wise to ask kids about ads, they have great remarks.) 1. It has a fun element. 2. It is not too overcrowded and colourful.

This ad meets both criteria: these cartoon-like drawings catch the eye: you feel like investigating what is going on. At the same time it shows how different target groups will like this mattress for how many different reasons.

It is a brave ad: they don’t even show the mattress itself! They could have shown a beautiful woman lying or their mattress or specify many reason why it is good, but they dared to be different.

Sometimes we see a good ad, but then it gets forgotten. If you see one, take a photo and send it to