Kill Boring Ads With Big Type
Design Archives
If your ads look like wallpaper, they’ll get treated like wallpaper. This 1965 Lionel Trains ad screams off the page with five words set in giant, black type: “NICE TOYS DON’T KILL.” No fancy photography, no color, no gimmicks. Just a controversial idea, shouted in huge letters, then calmly explained in tiny body copy. This is how you murder boring ads: with big type and a sharp hook.
Your 10‑second rewrite challenge
Take your dullest current ad and rewrite it as one short, punchy line you’d be willing to print at 200‑point size. Strip out the stock photo. Strip out the clutter. Blow up that line until it almost falls off the page, then let a tiny paragraph underneath calmly justify the bold claim. That’s how you kill boring ads with big type.
Why this giant-type ad still punches today
- The headline does 90% of the work: five words, one bold claim, instant curiosity.
- Massive, centered type makes the page impossible to ignore even in black and white newsprint.
- The soft, reassuring body copy flips a scary word (“kill”) into a promise of safety and quality.
- Minimal layout (big headline, tiny logo) forces every eye straight to the message, not the decoration.
How modern brands could steal this move
Apple could run a stark poster that simply says “YOUR DATA. NOT THEIRS.” in huge type, with minimal copy linking privacy to its devices.
Nike could plaster walls with the line “EXCUSES DON’T SWEAT” in giant letters, then back it up with a tiny call-to-action to start a training plan.
Slack could use a bare-bones ad that shouts “FEWER MEETINGS, MORE DOING.” followed by a short explanation of async collaboration.
