Crappy (yet grabbing) ad!

This ad for BugBug.io looks like it was made in Microsoft Paint by a 12-year-old. But that’s exactly why it stops you mid-scroll. It’s low-code, low-effort, and somehow...highly clickable.

The “Crappy” Marketing Effect

Poor design can create curiosity. When everything online looks polished and perfect, something that looks weird, bad, or amateur stands out. It signals honesty, humor, and authenticity in a world of overly produced ads.

Why it works

• It breaks pattern in your feed.
• It looks real, not corporate.
• The contrast grabs attention instantly.
• The messy look sparks curiosity.
• It says “we’re confident enough not to care.”

Real-life examples

• Liquid Death’s punk visuals turned $700M in brand value.
• Duolingo’s chaotic TikToks pull millions of views.
• Craigslist’s ancient design still dominates classifieds.
• Kapwing’s “crappy” meme ads get shared nonstop.
• Wendy’s “low-fi” Twitter roasts built a cult following.