TransferWise Newspaper Ad

TransferWise wrote a public letter to banks, calling them out on hidden fees—and it’s genius. The ad feels personal, almost like an open confrontation, but wrapped in a friendly, confident tone.

Why this ad works

• The letter format grabs attention—it’s conversational but authoritative.
• Positioning TransferWise as the hero fighting for transparency builds trust fast.
• Using real screenshots makes the claim tangible and credible.
• They simplify a complex topic (exchange spreads) into plain English.

Real-world examples of this approach

• Apple’s “Dear PC” campaign called out competitors directly with humor.
• Dollar Shave Club positioned itself against overpriced razors.
• Oatly’s billboards literally talked to milk drinkers, sparking curiosity by creating a clear “us vs. them” story.