In the bustling world of marketing and advertising, where consumers are bombarded with countless messages daily, crafting an advertisement that truly stands out is both an art and a science. Several key elements contribute to the success of an advertisement, distinguishing it from the sea of competing messages vying for consumer attention.

Firstly, originality is paramount. A truly standout advertisement breaks free from clichés and predictable tropes, offering a fresh perspective or innovative approach that captures the audience’s imagination. Whether through unconventional storytelling, bold visuals, or unexpected humor, originality sparks intrigue and leaves a lasting impression.

Moreover, relevance plays a crucial role. An advertisement must resonate with its target audience, addressing their needs, desires, and aspirations. By understanding the demographics, psychographics, and cultural context of their audience, advertisers can tailor their message to strike a chord with consumers, fostering a sense of connection and relevance that elevates the advertisement above the noise.

Furthermore, authenticity breeds authenticity. In an era characterized by skepticism and ad saturation, consumers crave authenticity and transparency from brands. Genuine stories, sincere emotions, and real-life experiences resonate deeply with audiences, forging authentic connections that transcend mere marketing messages.

Additionally, creativity and craftsmanship are indispensable. From captivating copywriting to stunning visuals, every aspect of an advertisement should be meticulously crafted to engage, entertain, and persuade. Whether it’s through compelling narratives, captivating imagery, or memorable jingles, creativity and craftsmanship elevate an advertisement from forgettable to unforgettable.

Enough rambling… Let’s look at some wonderful examples of great and creative advertising.

1. KitKat

In this great display, KitKat managed to combine its slogan with a delicious-looking (and useful) bench.

2. Timex

On this billboard, Timex found a way to make a public statement against multitasking while promoting its product.

3. Hijet MPV

They are not lying, you can pick up more girls with this van than with a lamborghini.

4. Dentistry Group

Easy to understand, but not very well designed. Doesn’t matter, this ad makes a strong point for dentistry.

5. New Balance

While this ad couldn’t be any simpler, it makes a strong case for the shoes. New Balance is indeed a shoe brand for everyone.

6. Jeep

In this advertisement, Jeep demonstrates how superior their cars are by suggesting you can pretty much go anywhere. On the other hand, this ad may also make Jeep drivers look like jerks.

7. Durex

Parenting is one of the greatest experiences one can have in life, but it comes with a price. Durex found a clever way to highlight the money saved by investing in its products.

8. Porsche

If you needed to show a prime example of humble bragging, this may be one of the best examples. By showing a result that is not 100% perfect, Porsche shows that it’s way ahead of the competition.

9. Bic

Do you want to show longevity? Bic shows you how to do it. No changes in design needed for the pen maker.

10. Manhattan Mini Storage

The ongoing US election has an aging problem, which is not-so-subtly highlighted in this funny campaign.


Ultimately, a standout advertisement is one that not only grabs attention but also leaves a lasting impact, inspiring action, fostering loyalty, and shaping perceptions long after the initial exposure. By embracing originality, relevance, authenticity, creativity, and craftsmanship, advertisers can create advertisements that break through the clutter and resonate with audiences in meaningful and memorable ways.

About the Author

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Mirko Humbert

Mirko Humbert is the editor-in-chief and main author of Designer Daily and Typography Daily. He is also a graphic designer and the founder of WP Expert.