Use Humorous 'What If' Urgency Ads

Most urgency ads yell about discounts and deadlines. This Imodium ad quietly drops a mortifying question: “Where will you be when your diarrhea comes back?” and then shows you the answer you never wanted—trapped in a hot tub between two people while your face screams panic. This is a masterclass in using a funny “what if” scenario to sell a very unsexy product.

The Psychology Behind It

The ad doesn’t talk about ingredients, science, or features. It jumps straight into your brain with a nightmare scenario, then exaggerates it just enough to be funny. The guy’s horrified expression surrounded by two relaxed friends makes you instantly imagine your own worst possible place for an emergency. Humor lowers the cringe factor, but the fear of embarrassment still lands hard, creating real urgency to buy before the problem returns.

How To Steal This ‘What If’ Formula

Start with the most inconvenient, public, or embarrassing moment your customer could experience without your product.
Exaggerate the setting visually so it’s slightly ridiculous, but still believable enough to sting.
Make the hero’s facial expression broadcast pure “oh no” panic while everyone else is oblivious.
Turn your headline into a simple what-if question that forces readers to mentally star in the scene.
Close with a short, clear command that ties the fear to an immediate action (buy, book, sign up).

Real-World ‘What If’ Urgency Ideas

A travel insurance startup runs an ad showing a family smiling in front of a lost luggage carousel with the line, “Where will your bags be when you land?” to push pre-trip purchases.

A cybersecurity company shows a sales rep mid-presentation as their laptop blue-screens with the headline, “What if this happens in your biggest meeting of the year?” to sell backup services.

A productivity app features a frazzled manager staring at a chaotic whiteboard titled, “What if your team asks for an update and you have no idea?” to create urgency to organize projects now.

Creative Variations