The North Face Print Ad

Instead of listing out all the great things about the brand, this simple ad takes one benefit and indirectly highlights it. It doesn’t just directly state “For those who want durable products.” That would be boring. It’s effective because it makes the reader think for a second to put two and two together.

 

(This isn’t an actual ad for The North Face. It’s just a creative exercise done by a copywriter).

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AMF Bowling Print Ad (1959)

This ad does a great job using images that get you to imagine all the benefits (e.g. family bonding and fun) you’ll experience when you go bowling.…

Corvette Print Ad

Here’s an example of an ad with an eye-catching image that grabs attention, a curious headline that sucks you into the copy, and copy that helps you “feel” the power …

Quinine Whisky Remedy Print Ad

This ad shows a product focuses on the health benefits of a product normally thought of as being unhealthy. This is unexpected, grabs attention, and gives whiskey-drinkers validation to drink …

Brazinco Sun Screen Ad

Here’s another great example of an ad that uses the “it’s so effective, it even works for ____” formula:

This sunscreen is so strong, it even works for vampires!