Unconventional Ads That Make You Look Twice
These days, markets are saturated. Brand competition is fierce. In a sea of ads, how does one company stand out over another?
These days, markets are saturated. Brand competition is fierce. In a sea of ads, how does one company stand out over another?
One word: unconventionality. According to the dictionary1, it is defined as…
disregard for convention; the state or quality of being inconsistent with customs, rules, etc.; originality
something unconventional, as an act
In other words, when someone or something is unconventional, they don’t settle for the status quo. They challenge it, expanding boundaries until the impossible seems fully possible.
This approach is not fueled by spontaneity. Every decision requires careful consideration and planning. And successful companies understand their identities.
What makes up a brand’s identity? (I’m not referring to the obvious, literal elements: name, logo, color palette, imagery, typography, slogans, packaging, etc.) It starts with outlining a clear purpose and achievable goals. Leaders must then strive to understand their target demographics. Innovative marketing techniques appeal to consumers’ interests by providing credibility, consistency, transparency, and stories.
The most iconic stories not only capture attention but foster lasting connections for months and years beyond the introduction. So how do companies transform onlookers into loyal customers? Several campaigns are built around an influential individual (i.e., the main character). Once the hook and conflict are presented, a series of events build to the climax and end with a satisfying resolution. If the tale is more episodic, the ending could be a cliffhanger, inspiring audiences to return for the next segment.
All products exist to solve a problem, and consumers are quite perceptive. They can immediately sense whether or not a company comes from an authentic place. Some brands—hoping for immediate results—make the fatal mistake of hopping on a trend’s bandwagon for likes and subscribers. Although this “buzzy” method might initially attract thousands of views and comments, it rings hollow and doesn’t promote longevity.
A “slow burn”—as seen in riveting novels—approach to advertising keeps people coming back for more. After establishing a solid foundation, a brand can experiment and grow in new directions. Only then is there room for scintillating twists and turns!
Unconventional creations are far from boring. They invite participation and keep customers invested. Impactful commercials, billboards, posters, packaging, and social media campaigns stop people in their tracks. Below, we’ll explore ads guaranteed to make you look twice.
BRAND: Patagonia
GOAL: Address the issue of rapid consumerism. Encourage buyers to reduce waste and embrace sustainability.
BRAND: Chanel
GOAL: Persuade consumers to buy Chanel N°5, a classic, timeless perfume reminiscent of precious memories.
BRAND: Burger King
GOAL: Showcase the appeal of a burger without artificial preservatives.
BRAND: Chipotle
GOAL: Entice customers to try a Chipotle burrito and tell others about their criminally good experience.
BRAND: Krispy Kreme
GOAL: Invite people to find a balance and treat themselves every once in a while.
BRAND: KelOptic
GOAL: Prove that KelOptic lenses are sharper than any alternative.
BRAND: Vaseline
GOAL: Highlight the Vaseline’s ability to soothe and prevent cracked, dry skin.
BRAND: Ikea
GOAL: Convince customers that Ikea manufactures quality goods—especially frames—which some thieves value over famous artworks (e.g., Leonardo da Vinci’s Mona Lisa).
BRAND: Raid
GOAL: Prove that their product is powerful enough to defeat all bugs— including the invincible Spiderman!
BRAND: Volvo
GOAL: Equate buying a Volvo with saving the environment from trash.
What do all of these ads have in common? They are bold.
Some are also counterintuitive, surprising, shocking, or strange. Yet, people instantly get the message.
Although unconventional, the marketing teams’ approaches are memorable. And that is every company’s aspiration.
