8 Simple Ads That Made Millions (and how you can use the same strategies)

1. Marmite’s “Love It or Hate It”

Marmite, the British spread made from yeast extract, is notorious for its “acquired taste.” Instead of ignoring the polarizing opinions, they leaned in with the slogan, “Love It or Hate It.” This honest, no-nonsense approach was memorable, relatable, and totally unexpected.

• ‍Why It Worked: Marmite didn’t try to please everyone—instead, they embraced the controversy. By making the divide their slogan, they turned personal taste into a fun debate. Lesson learned? Don’t be afraid to own your brand’s quirks; it might just win people over.
• How a Physiotherapist can use this idea:
  • Idea: Embrace the mixed feelings people have about physio with something like, “Love It or Hate It, Your Body Will Thank You.”‍
  • Execution: Use images of people grimacing during stretches alongside captions like, “Not always fun, but always worth it.” Post these on social media or on flyers in local gyms. This approach shows that you’re honest, relatable, and focused on the end goal—helping people feel better.‍

2. Avis’ “We Try Harder”

Avis took a huge risk when it publicly admitted, “We’re No. 2 in car rentals. But we try harder.” This brutally honest approach was unheard of at the time. Instead of selling their services, Avis sold the idea that they would bend over backward to make you happy. The line became iconic, making customers root for the underdog and ultimately positioning Avis as a car rental company with heart.

• ‍Why It Worked: Honesty can be disarming. Avis’s ad didn’t make grand claims; it simply acknowledged that being second-best has its advantages. By letting customers in on their struggle, they made people want to choose them. If you’ve got a disadvantage, don’t hide it—own it with confidence.
• How a HVAC business can use this idea:
  • Idea: Position yourself as the HVAC service that might not be the biggest in town, but is dedicated to going the extra mile with a tagline like, “We Work Harder to Keep You Cool.”
  • Execution: Add this to all your marketing materials and back it up with testimonials about your hard work and commitment. Share stories on your website or social media of times you went above and beyond for customers, showing that your service is more than just a transaction—it’s a commitment to comfor.

3. The Economist’s “I Never Read The Economist”

A massive billboard reads, “I never read The Economist. (Management trainee, age 42).” It’s funny, a little snarky, and it hits you right where it hurts. Who wants to be that guy, left behind while everyone else is in the know? This ad turned non-readers’ FOMO into motivation, and people who’d never picked up an Economist suddenly felt they needed to start.

• ‍Why It Worked: This ad brilliantly tapped into people’s fear of missing out without saying, “You’re missing out.” It made them realize it on their own. By painting a picture of what happens if you’re not informed, it turned a sophisticated magazine into a must-read for anyone who didn’t want to be “that guy.”‍
• How a Real Estate Agent can use this idea:‍
  • ‍Idea: Create a tongue-in-cheek campaign targeting people who think they don’t need an agent, like, “I Don’t Need a Realtor. (Said No Happy Homebuyer Ever).”‍
  • Execution: Use this as a playful line on social media, direct mail, or in digital ads. This approach gets potential clients to reconsider going solo, by humorously highlighting the benefits of having a professional on their side. Throw in some funny anecdotes about the complexities of buying a house to make it even more relatable.

4. Lush’s “Naked” Packaging-Free Campaign

Lush didn’t just remove packaging—they turned the absence of packaging into an entire campaign. By selling “naked” bars of soap, they showed customers that they were serious about sustainability, standing out in an industry known for excess packaging. They made minimalism look like a rebellious, eco-friendly statement.

• ‍Why It Worked: Lush turned going “naked” into a bold, feel-good choice. The simplicity of the campaign actually made it feel more radical, and customers who cared about the environment felt even prouder to support it. Turns out, sometimes taking something away can give your brand a bigger voice.
• How a Beauty Salon can use this idea:
  • Idea: If your salon offers “clean beauty” products or low-waste practices, showcase it proudly. Try something like “Beauty Without the Baggage” and promote packaging-free services and eco-friendly products.‍
  • Execution: Create a “naked” product display in your salon to show products without packaging, or do a “Green Beauty Day” promotion. Share photos on social media that show clients getting pampered with eco-friendly options, making it clear that your salon is for beauty lovers who care about sustainability.
    

5. Stella Artois’ “Reassuringly Expensive”

Stella Artois flipped the script by advertising its high price. Most companies try to downplay cost, but Stella leaned into it with “Reassuringly Expensive,” suggesting that the high price was proof of its quality. Suddenly, a beer that cost a bit more became the drink of choice for those who wanted to feel fancy (but without breaking the bank).

• ‍Why It Worked: By boldly highlighting its price, Stella tapped into the luxury mindset without changing a thing about the product. People love exclusivity, and this ad made you feel like a discerning connoisseur for paying a little extra. Sometimes, saying “we’re expensive” makes people believe it’s worth it.
• How a High-End Barber Shop can use this idea:
  • Idea: Go bold by embracing your premium pricing with something like, “We’re Not the Cheapest, Just the Best Cut in Town.”‍
  • Execution: Add this tagline to your website, brochures, or even display it prominently in your shop. Post side-by-side photos showing the difference in quality between a cheap haircut and your services, driving home that your price reflects your expertise and results. This positions your brand as the go-to choice for clients who value quality over cost.

6. Cadbury’s Drumming Gorilla

No words, no explanation—just a gorilla drumming along to Phil Collins’ “In the Air Tonight” for 90 seconds. It made absolutely no sense… and yet, it was impossible to ignore. People loved the ad’s randomness, and it became an internet sensation. It barely mentioned chocolate, but suddenly, Cadbury was the brand with the drumming gorilla that everyone couldn’t stop talking about.

• ‍Why It Worked: This ad proved that sometimes, just being memorable is enough. People don’t always remember product details, but they remember how an ad made them feel—and this one made them laugh. The best ads don’t have to make sense as long as they make an impact.
• How a Gym can use this idea:
  • ‍‍Idea: Embrace something quirky and fun, like a silent, goofy mascot doing exercises around town or at local landmarks, and use it in a campaign titled, “Where’s the Workout?”‍
  • Execution: Dress someone in a playful costume (think gorilla, dinosaur, or something that stands out) and film them doing exercises in unexpected places. Post the videos on social media with location clues, inviting followers to guess where your “fitness creature” will be next. This injects a fun personality into your gym and makes people curious about what you offer.

7. Snickers’ “You’re Not You When You’re Hungry”

Snickers made waves with the tagline, “You’re Not You When You’re Hungry,” showing people turning into exaggerated, cranky versions of themselves until they ate a Snickers and returned to normal. It was funny, instantly relatable, and appealed to anyone who’s ever felt “hangry.”

• ‍Why It Worked: This ad campaign took an everyday experience—feeling cranky or “off” due to hunger—and offered a simple solution that wasn’t just a product but a way to “get back to yourself.” By tapping into a universal feeling and wrapping it with humor and relatability, Snickers turned an ordinary candy bar into a solution for a common problem, making it memorable and effective.
• How a Coffeeshop can apply this idea:‍
  • ‍Idea: “You’re Not You Before Your Coffee”‍
  • Execution: Show images of tired, groggy people struggling through morning tasks—yawning at their desk, squinting at the clock, or fumbling with their phone. Caption it with, “You’re Not You Before Your Coffee,” and add, “Start Your Day Right at [Coffee Shop Name].” This works perfectly for social media posts, digital ads, or signs outside the shop, playfully reminding people that good coffee brings out their best selves.

8. WWF’s “Give a Hand to Wildlife”

WWF’s ad featured a hand painted to look like an endangered animal, symbolizing that humans could lend a “hand” to protect wildlife. With no words needed, the image spoke volumes. It was simple yet powerful, and it instantly made people feel connected to the cause.

• ‍Why It Worked: WWF’s ad used an arresting visual to inspire action without even needing a tagline. It was a subtle reminder that anyone could make a difference, and it resonated because of its simplicity and beauty. Sometimes, a powerful image is worth a thousand words.
• How to use this idea for a Veterinary Clinic:
  • Idea: Play on the hand theme with images of people “giving a paw” to pets or helping rescue animals, with a tagline like, “Give a Paw to Local Wildlife” or “Be Their Helping Hand.”‍
  • Execution: Partner with local shelters and host a pet adoption event at your clinic or create a donation drive for rescue animals. Use images of people helping pets in need, emphasizing your community commitment. This will resonate with pet owners who want to feel like their vet does more than just routine check-ups.

Simple, Effective Ads for Every Local Business

As these legendary campaigns show, sometimes the most memorable ads are the simplest ones. By focusing on what makes your service unique, connecting with people on a personal level, or even adding a touch of humor, local businesses can create ads that resonate deeply with their customers. From gyms to florists, real estate agents to HVAC services, each of these adaptations takes timeless advertising principles and makes them work for your local brand.

With Roya, creating impactful, tailored ads doesn’t require a big budget or an agency. Whether you’re looking to drive engagement with a clever campaign or just reach more local customers effectively, Roya’s tools are designed to make ad creation easy, strategic, and affordable. So why not take inspiration from these iconic campaigns, give your business its own memorable twist, and watch your brand connect with your community like never before?

Ready to create your own unforgettable campaign? Book a demo and bring your unique message to life!