Kissing advertorial

This 1911 print ad is the definition of sneaky marketing. It kicks off like a scandalous “how-to-kiss” guide, complete with comic-style step-by-step art. Just as readers lean in (literally), the piece pivots—revealing it’s actually an advertorial for Peptin Listerated Gum.

Why It Works

• Grabs attention with curiosity (“Wait… can they print this??”)
• Uses storytelling to pull you straight through the copy
• Builds tension before delivering the twist (the product)
• Sells the benefit—fresh breath—without saying “buy now”

Real-World Examples

• BlendJet recipe videos that end with “you can make this anywhere”
• Dollar Shave Club’s viral launch video that made razor blades funny
• Old Spice’s “The Man Your Man Could Smell Like” spots using surprise and charm to sell scent