Modern print ad takes advantage pop culture norms

This Stanley ad is a great example of how a classic brand can feel fresh and modern. It takes a simple product — a hammer — and drops it into today’s pop culture with one line: “swipe right.”

Marketing analysis

Stanley connects a mundane action (hammering a nail) with a dating app gesture. The line is short, the image is clean, and the humor lands fast. Even if you’ve never swung a hammer, you get it immediately.

Why it works

• Leverages cultural shorthand (“swipe right”) for instant recognition
• Turns a functional product into a personality moment
• Bold, minimal design keeps focus on the joke and the tool
• Makes a 175-year-old brand feel current

Examples

• Old Spice reinvented itself with quirky humor and modern references
• Duolingo uses trending memes to attract Gen Z attention
• Liquid Death took simple water and sold it with rebellious brand tone