By Tuyen Lam
As someone working in the creative industry, I often find myself diving into ad campaigns—especially the great ones.
But what makes an advertisement “great”? For me, it comes down to several core criteria:
But what makes an advertisement “great”? For me, it comes down to several core criteria:
Key message; Target audience; Core concept; Visual language; Mood and tone; Technology used; Advertising platform
On top of that, successful advertising campaigns must consider the political, religious, and cultural context of the region where the ad is released. A good idea is not enough—it must also be culturally appropriate and emotionally intelligent.
Before diving into production, advertisers usually determine the strategic approach that will drive the campaign. Today, I want to break down four core creative methods often used in advertising:
Exclusivity, Proximity, Unpredictability, and Invisibility.
Let’s explore each one with real-world examples that left a lasting impact.
1. Exclusivity – Be Where No One Else Is
Most ads appear on TV, social media, billboards, podcasts, etc. But with Exclusivity, brands choose a unique, non-competitive space—a place or moment where no other brand is present.
✨ Example:
Nutella’s Interactive Billboards
Instead of the usual digital displays in crowded areas, Nutella placed talking billboards that interacted with passersby—cracking jokes, giving compliments, and even initiating hugs. After the interaction, Nutella staff handed out free samples.Why it worked: It wasn’t just an ad—it was a conversation. It turned a billboard into a friend, creating emotional resonance and unforgettable interaction.
Instead of the usual digital displays in crowded areas, Nutella placed talking billboards that interacted with passersby—cracking jokes, giving compliments, and even initiating hugs. After the interaction, Nutella staff handed out free samples.Why it worked: It wasn’t just an ad—it was a conversation. It turned a billboard into a friend, creating emotional resonance and unforgettable interaction.
Example: Nutella
2. Proximity – Make It Personal
This approach centers the customer as the hero. The goal is to bring the brand closer to people, by understanding where and how they interact with life—and making the brand part of that journey.
✨ Example:
Mercedes-Benz España – Color Changing Car Campaign
To highlight their smart technology, Mercedes launched a car that could change its color based on the clothing of people walking by. It brought the product to life in a tangible, interactive way, making people feel seen (literally).
To highlight their smart technology, Mercedes launched a car that could change its color based on the clothing of people walking by. It brought the product to life in a tangible, interactive way, making people feel seen (literally).
Why it worked: It made the audience feel in control and emotionally connected to the product through personalization.
Example: Smart tailor made
3. Unpredictability – Surprise Your Audience
The human brain is wired to notice the unexpected. That’s why surprising ads tend to be more memorable. This approach plays with twists, humor, and interactive moments to keep the audience guessing.
✨ Examples:
Colgate’s “Don’t Forget!” Campaign
Instead of a typical toothpaste ad, Colgate printed reminders on popsicle and lollipop sticks, saying: “Don’t forget to brush your teeth.” It was subtle, playful, and smart.
Instead of a typical toothpaste ad, Colgate printed reminders on popsicle and lollipop sticks, saying: “Don’t forget to brush your teeth.” It was subtle, playful, and smart.
Purell’s Maze Game Billboard
At a bus stop, a brand installed a maze game for people to solve with their fingers. After they won, the final message read: “You won, but now your hands are filthy. Use Purell.”
It was cheeky, honest, and made the product very relevant at that moment.
At a bus stop, a brand installed a maze game for people to solve with their fingers. After they won, the final message read: “You won, but now your hands are filthy. Use Purell.”
It was cheeky, honest, and made the product very relevant at that moment.
Domino’s “Paving for Pizza”
Domino’s found a real issue: pizzas were arriving damaged due to potholes. So they repaired roads across the U.S. and stamped their logo on each patch. It fixed a real-world problem while increasing brand love.
Domino’s found a real issue: pizzas were arriving damaged due to potholes. So they repaired roads across the U.S. and stamped their logo on each patch. It fixed a real-world problem while increasing brand love.
Example 1: Don’t Forget!
Example 2: Purell’s Maze Game Billboard
Example 3: Paving for Pizza
4. Invisibility – Influence Without the Obvious
This method doesn’t shout branding in your face. Instead, it subtly integrates the brand through value or utility, creating a positive impact that makes people remember it without feeling sold to.
✨ Examples:
Volkswagen’s “Piano Stairs”
To promote healthy habits and reduce congestion on escalators, Volkswagen transformed stairs into a giant piano. Every step made a musical note, turning exercise into play.
To promote healthy habits and reduce congestion on escalators, Volkswagen transformed stairs into a giant piano. Every step made a musical note, turning exercise into play.
Nike’s “Unlimited Stadium”
Nike built a running stadium shaped like a shoe in the Philippines. It encouraged people to run together, promoting health and community without a traditional product push. Branding was present but not the focus—the experience was.
Nike built a running stadium shaped like a shoe in the Philippines. It encouraged people to run together, promoting health and community without a traditional product push. Branding was present but not the focus—the experience was.
IBM’s “People for Smarter Cities”
IBM created practical, smart city solutions like rain shelters, luggage ramps, and seating built into their outdoor ads. It wasn’t just a message—it was a useful action that built positive associations with the brand.
IBM created practical, smart city solutions like rain shelters, luggage ramps, and seating built into their outdoor ads. It wasn’t just a message—it was a useful action that built positive associations with the brand.
Example 1: Piano stairs
Example 2: Unlimited Stadium
Example 3: People For Smarter Cities
So What Makes a Great Ad?
The most effective campaigns often blend multiple methods:
A bit of surprise
A touch of proximity
Some smart invisibility
And a location or message that feels exclusively theirs
A powerful ad doesn’t just sell—it sticks. It’s felt, remembered, and shared.