How a Highlighter Turned History into a Powerful Ad
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This STABILO ad nails emotional storytelling by shining a literal spotlight on hidden brilliance. Instead of bragging about features, the brand uses its signature highlighter stroke to draw attention to Katherine Johnson—NASA’s unsung hero behind the Apollo 11 mission’s success. The result is a minimalist, powerful message that connects brand function with human inspiration.
Why it works
- It visually demonstrates the product’s purpose—highlighting—with meaning.
- It celebrates a remarkable real-world figure, adding depth and relevance.
- It uses contrast (black-and-white vs. bright yellow) to grab instant attention.
- It evokes emotion and respect without saying much—showing, not telling.
Brands using the same idea
Apple spotlights unsung creative professionals in its 'Behind the Mac' campaign, linking everyday creativity to their products.
Dove highlights women’s real stories of confidence instead of focusing on beauty products.
Creative Variations
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