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The "Pull Back and Reveal" Technique
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Hey! "Pull Back and Reveal” is a classic cinematic technique. Now, let’s use this technique to make some ads for ExpressVPN. I’ll base them on the “Fake Plane Challenge” trend. Step 1: Close-UpLimit the view to make the audience assume what’s happening. Step 2: RevealZoom out and surprise them. Step 3: Brand MessageBonus: StaticPull Back and Reveal works for static ads too. More examplesHere are some fun "Pull Back and Reveal” ads: • Fox Sports • Elementor Hosting (Turn off your ad blocker to watch.) • Old Spice You made it! 🕺Reply to this email if you enjoyed it. Talk soon, |
The Creative Marketer
Learn how to brainstorm brilliant ads and copy | You’ll get one practical recipe every two weeks | Free bonus: get 25 creative marketing cheatsheets when you sign up.
Read in your browser↗ Hey! Constantly coming up with new ads is hard... But a technique I learned from Pablo Rochat makes it easier. Credit: Nicer Tuesdays I call it Square Storming. And here's how I used it to come up with 100+ ads for my client, AppsFlyer: SPONSOR I use Senja to collect, organize, and share testimonials from my course students: And when I advise startups, Senja is the first tool I recommend, because nothing boosts conversions faster than social proof. SPONSOR Step 1: I...
Read in your browser ↗ Hey! Legal restrictions often kill good ads. But sometimes, they inspire genius ideas, like this: Here's another one from this campaign: The Recipe I call these “Legal Loophole Ads,” and I think there are two main ways to come up with them: 1. Complain about your legal restrictions I also love this classic from 1985: 2. Find a way around your legal restrictions And another great example: Budweiser couldn’t use photos of rock stars drinking Bud because of copyright. So...
Read in your browser ↗ Hey! Typographic ads are the perfect mix of copy and design. Because Typography turns plain copy into expressive visuals. So here are six techniques I use to create Typographic ads. 1. Replace letters with images 2. Turn words into shapes Small caption (right ad:) “See danger before it happens. Audi Cornering Lights.” Ad for mental health hotline. I had the pleasure of writing copy for this Coke campaign. Two stories, in two languages, form the shape of a bottle....