The psychology behind great ads.

Humans love good ads. We may complain about them, but with the same gusto we will also quote them, share them, and let them convince us into buying almost anything. 

What makes them get under our skin is more than juiced-up SEO or algorithm hacking. There’s something human beneath it all; they make us stop, feel something, and while we’re sobbing on our knees, sell us some tissues.

We’ve compiled a list of stop-and-look ads that hack our psychology particularly well. So, take your shoes off and lie down on the couch. We are now in session.

Great ads have an identity you can connect with.

Your ad can easily get lost in an endless torrent of hyper-colourful, shouty, buy-one-get-one free content. A strong brand identity will be your anchor. Just like we’re wired to connect with human identities, we connect with brand identities, too.

This doesn’t have to mean personifying your brand into a cartoon character or writing copy that sounds like human dialogue. It can simply mean having a recognisable look and tone derived from a clear set of values. Taken together, these create a brand identity.

This Economist ad by Ogilvy & Mather is an excellent example of an ad that demonstrates a clear, compelling brand identity. In two words, they convey the philosophy of the brand and prove their mettle as a company that walks the talk. 

This ad instils a head-nodding respect in its audience. Instead of a meaningless, faceless corporation that stands for profit alone, this ad feels like it comes from someone who stands for something. The result: an audience with emotional connection and buy-in.

Great ads are honest.

Just like we can tell when someone’s lying to our face, we can tell when ads are being dishonest. Telling the truth is key to gaining trust in human relationships, and branding ones, too. Instead of plastering over uncomfortable truths and hoping people won’t notice, point to the hole and say “LOOK! Here’s a hole!”

This fabulous Spyder advertisement is what we like to call an “anti-ad”. It refuses to manipulate the facts or the consumer. 

This Avis ad by Helmet Krone does something similar. 

Instead of trying to cover up the brand's “weakness” and coming across as disingenuous, Avis uses the brand's “weakness” as a reason you should buy their product, generating trust with honest copy.  

Great ads are relatable.

So many ads are just hot people doing hot things in hot places. We call these ads “aspirational”. But there is so much power in the opposite; relatability.

Just like setting up a great stand up joke, great ads start with a relatable premise; “You know that moment when…” This ad by Barabara Scardino and Dean Buckhorn taps into an all-too-common scenario.Not only does this ad tap into a relatable moment, it also showcases the brand’s beautiful range of flowers for all needs and budgets. This advertisement stamps itself on your brain and likely will be the one you think of in a moment of need.

Plus, it makes you laugh and want to share it with others. 

Great ads disrupt your routine. 

Given the amount of content we’re consuming daily, our brains have cleverly learnt how to filter out samey ads and meh visuals to help us focus on what’s actually new, interesting and relevant. So, your ad might be underperforming simply because it doesn’t get the chance to perform at all–people’s minds are blocking it out entirely.

You can get past this psychological “do not disturb” mode with well-placed, tasteful shock. We call this an ad with “break through”.

Dame’s bus ad did just this—they created an unignorable mix of crotches, tampon strings and public transport. This ad got rejected by many a media outlet, labelled as “too racy” and “something we may have problems broadcasting on breakfast shows.” Nevertheless, Dame has  been able to get significant breakthrough, first shocking people into noticing their ads, and then compelling them to look closer and absorb their deeper messaging.

Importantly, the shock value of these ads aligns with Dame’s values. Their brand is for bold, strong, unapologetic people who want to break the stigma of menstruation. This means it doesn’t feel like a stunt for a stunt’s sake. 

In conclusion.

At the end of the day, ads perform well when they connect with us on a human level. They pierce through the noise with a strong identity and clear message–moving us with what they say, how they say it, and why.

If you would like help with this, just shout.