Is there anything more satisfying than coming home after a long day to a surprise package (or pile of packages!) on your doorstep? It feels like my past self bought a present for my future self, even though I usually can’t recall why I ordered it in the first place. Those impulse buys, often fueled by persuasive ads, can be dangerous!
However, not all persuasive ads are equally effective, and not all lead to exciting deliveries. We’ve compiled a list of 13 of the best, most persuasive ads we’ve encountered. But first, let’s define persuasive ads and understand their purpose.
What exactly is a persuasive ad?
Persuasive ads are designed to motivate a specific action, typically a purchase. Remember those persuasive essays from school? Their goal was to convince the reader. Persuasive ads operate similarly, aiming to convince potential customers to buy the advertised product. This technique is incredibly powerful for product advertising. Persuasion can be incorporated into nearly every aspect of your marketing campaign, spanning television, digital platforms, print, audio, billboards, and even PPC. We searched high and low across all these mediums to curate a list of 13 exceptionally persuasive ads. Let’s analyze what makes these ads so effective and, more importantly, how you can apply these techniques to your own advertising efforts.
1. Streeteasy: Find your place
Streeteasy’s “Find your place” campaign promoted their New York real estate mobile app through subway advertisements. It cleverly highlighted different city sections in a relatable way, capturing the universal feeling of being a modern-day Goldilocks when apartment hunting.
Why it works
This campaign resonated with a subtle, inside joke quality. Everyone understands the struggle of wanting to be close enough to work but not too close to coworkers. Streeteasy tapped into this shared experience among city dwellers, injecting humor into the daunting task of finding a new home.
How to do it
Identify what makes your product the perfect solution. What frustrating problems does it solve? Emphasize these aspects. Consumers are always seeking ways to simplify their lives. Use your ads to convince them that your product is the answer.
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2. Curio.io: Most Interesting Person
Similar to daily newsletters, Curio is an audio-journalism app that simplifies your life. Now, you don’t even need to open an email for a concise news update! Simply listen to it during your commute (sorry, NPR!).
Why it works
This ad is a multi-sensory experience. Not only is it video-based with captions (a must for all video ads), but it also incorporates a review and app summary directly in the ad copy. You’re bombarded with compelling reasons to download Curio from all angles.
How to do it
Let your customers do the talking: Follow Curio’s lead and feature a customer review in your ad copy. Even better, use a review as the entire ad. Most importantly, Curio clearly articulates its value proposition: Download the app, and you’ll instantly become the most intriguing person in the room. Make your value proposition personal and evident in your ads.
3. Revolve: If you love it, buy it <3
Confession: I’m constantly bombarded with these Revolve ads. Do I have an online shopping problem? Let’s just say I appreciate beautiful clothes.
Why it works
The most compelling aspect of this ad lies in its copy: “if you love it, buy it <3 (before someone else does).” While the carousel of stylish clothing is visually appealing, the copy instills a sense of urgency and taps into the desire for belonging. Fear of missing out on the perfect outfit compels a purchase!
How to do it
This ad effectively targets both the desire for community and the fear of missing out to drive conversions. While fear might not be suitable for every brand, it’s a powerful tool for fashion marketing or products like, say, bear spray.
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4. Crave App: Save Money
Crave’s video-based Instagram ad cleverly mimics user-generated content, resembling a food blogger’s post. It follows someone through five meals, showcasing discount after discount on their food orders.
Why it works
This ad’s persuasive approach is straightforward: It visually demonstrates how to use the app and the potential savings. Simple logic at its finest.
How to do it
If your product is more affordable than competitors, you’re in luck! You can persuade consumers through a logical presentation of cost savings, like Crave. Show your audience how your product benefits both their lives and their wallets.
5. OTTO Greenpoint: Endless Amenities
Similar to Streeteasy, OTTO is advertising a living space. However, as an apartment complex, OTTO can showcase attractive rooms and cozy-looking beds in its ads.
Why it works
Imagine adoring your apartment so much that you never want to leave! This ad convinces its audience that the complex’s “endless amenities and laid-back atmosphere” will make them want to stay forever!
How to do it
This campaign oozes relaxation, comfort, and a touch of laziness. Notice the humorous “A freak in the streets, asleep in the sheets” poster behind the bed. Replicate this persuasive tactic by showcasing your product’s comfy, laid-back side that just wants to binge-watch TV. Now, I’m suddenly not thrilled about returning to my own non-air-conditioned apartment…
6. Burger King: Shadow Campaign
This might be one of the most brilliant ad campaigns ever. A few years ago, Burger King quietly waged a war by promoting tweets from people complaining about Wendy’s. The result? Pure comedic gold—and likely a surge in Whopper sales.
Why it works
Burger King didn’t have to lift a finger for this campaign. In case you’re wondering how they promoted other people’s tweets, Twitter will let you do this if you get permission from the user! This campaign definitely elicited some laughs. Moreover, Burger King cleverly let (disgruntled) customers do the talking, lending authenticity to the message.
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How to do it
If you’re feeling bold, monitor social media for complaints about your competitors. Identify a recurring theme (product flaws, high prices, ineffectiveness) and consider promoting or reposting it. Turn your competitor’s critics into your brand advocates.
7. Heinz: Ed Sheeran
Even Ed Sheeran is a Heinz Ketchup fan! This lighthearted commercial, part of Heinz’s current UK campaign, aims to make ketchup as popular there as it is in the US.
Why it works
Ed Sheeran’s charm shines as he narrates the commercial like a persuasive pitch, creating a movie-clip-like experience instead of a traditional ad. He convincingly argues that all the fancy food and sauces pale in comparison to his trusty backpack-carried Heinz.
How to do it
If you’re fortunate enough to have a celebrity fan like Ed Sheeran, consider yourself set. However, for smaller brands, collaborating with influencers is a great alternative. Persuasive ads align perfectly with social media personalities. Pro tip: Partner with niche influencers to target specific audiences for optimal conversion rates and cost-effectiveness.
8. HP: Nobody’s Watching
While I’m a big fan of HP’s recent persuasive ad campaigns (case in point: hang however), this one takes the crown. For some incredibly relatable, Gen-Z-targeted content, watch the video.
Why it works
This ad cleverly highlights the simple yet powerful feature of turning off your computer camera. No more flimsy stick-on covers! Now, you can use your HP computer anywhere without worrying about prying eyes. It conveys a sense of security and freedom to be yourself.
How to do it
Targeting a specific audience is key, as demonstrated by this ad. Identify a concern your target market might have about your product and address it head-on.
9. Clorox: Trusted by Moms
This display ad has been following me online ever since my mom visited. Coincidence? I think not.
Why it works
Not only does this ad proclaim Clorox as a trusted brand among mothers, but it also features a review from “sydney2” (presumably a mom) at the bottom. It echoes those classic cleaning product commercials—moms know best when it comes to tackling messes.
How to do it
Identify the primary demographic for your product. If you’re selling running shoes, for instance, a statement like “Trusted by two million runners” (assuming you’ve sold that many pairs) is impactful. Boast about who trusts your product to build credibility and encourage further trust.
10. Parachute: Go back to bed
This out-of-home advertisement is pure genius. Parachute’s campaign reminds us that we’d rather be snuggled in bed than navigating bustling city streets.
Why it works
Relatable content at its finest! Who hasn’t hit snooze countless times, muttering “just five more minutes”? Parachute’s message is simple: Sleep more. And everyone loves sleep!
How to do it
Determine how your product fulfills a universal desire. Keep your message straightforward and celebrate simplicity. Does your product satisfy hunger or provide shelter from the rain? Make your audience crave that experience.
11. The Palm: “restaurant reservations nyc”
This one is intriguing. When searching for “restaurant reservations nyc,” I expected ads from platforms like OpenTable or Resy, not The Palm.
Why it works
The line “Wherever you join us, The Palm will always feel like home” is brilliant. With three locations in New York City (and one at JFK), The Palm positions itself as a familiar, comforting haven amidst the city’s chaos.
How to do it
This ad cleverly makes the unfamiliar feel familiar. Purchasing a new product can be intimidating. Think of those hesitant to try a new brand of orange juice. Provide your audience with a sense of comfort and familiarity to encourage conversions.
12. Pizza Hut: Cheesy Bites
Yes, another food-related ad, and for a good reason! This advertisement, spotted on BING, speaks to my love for delicious pizza.
Why it works
Cheese-filled bites delivered to your door? It’s hard to resist such a tempting offer. This text ad goes above and beyond, emphasizing convenience, limited-time deals, and a wide array of choices. It’s a recipe for click-through success!
How to do it
While some ads thrive on simplicity, this ad offers a plethora of solutions to a simple problem: pizza delivery. Play on your audience’s pain points or weaknesses, such as hunger, to create an immediate need for your product.
13. Lyft: We’ll get you there
This ad is unique because it targets Lyft drivers, not passengers, acknowledging their motivations for driving. It recognizes their “other lives”—whether they’re caretakers, aspiring actors, or simply seeking extra income.
Why it works
By showcasing support for their drivers, Lyft humanizes their brand. While I mentioned avoiding overt branding in persuasive ads, this one strategically serves a dual purpose. It encourages new drivers to join the platform while expressing gratitude to existing drivers.
How to do it
Don’t underestimate the power of celebrating your employees, the heart and soul behind your products. In a world saturated with direct-to-consumer brands, consumers seek authenticity. Show them the real people behind your brand.
Go forth and persuade!
Creating persuasive ads might seem daunting, requiring significant production and effort. But hold off on hiring that advertising agency! Draw inspiration from the examples above. And if you’re ever unsure about your product’s unique qualities, remember the Deck of Brilliance. You’ve got this!