Water Heater Print Ad (1965)

“This water heater is so safe, your kids can play pin the tail on the donkey on it.”

Using this as an example, we can easily brainstorm creative ad angles of our own.

Step 1.) List out your product’s biggest features or USP (e.g. biggest, fastest, safest, easiest, cheapest, sturdiest)

Step 2.) Fill in the blanks:

It’s so   FEATURE , you can  SOMETHING YOU CAN DO WITH PRODUCT THAT EMPHASIZES HOW COOL THE FEATURE IS  

Step 3.) Brainstorm a list of 20 ideas

Step 3.) Choose your favorite and create a clear image of this idea in action

The only thing I’d change with this ad is to ad a big headline: “Pin The Tail on the Water Heater”.

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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!