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Do You Mind If I Blow Cigar Smoke in Your Ear?

By Tom Ruwitch

Sex sells. Always has. Always will. Take this modern day ad for Lindor truffles, oozing with innuendo:  “Taste the Lindor Truffle. Created with passion…Like nothing you’ve ever experienced.”  That would make Milton S. Hershey blush. But here’s the crazy thing… That Lindor spot and other ads released in our 21st-century, anything-goes, twerk-crazy world… …they’re nothing…

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Here’s What Really Sets Apple Apart

By Tom Ruwitch

Fifteen years ago today (June 29, 2007), Apple released the first iPhone. The rest is… …you know.  Here’s the thing about Apple: The company makes great technology, but what really sets it apart is the storytelling.  So many great, story-powered ads.  My favorite? One called “Bounce” — a 2019 ad for AirPods (ear phones).  I…

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Ai yi yi! This was Embarrassing…

By Tom Ruwitch

When Dr. Ruth Allan asked me during a podcast interview to, “tell us about an embarrassing thing that happened to you,” I didn’t hesitate. I’ve deposited piles of embarrassments in my memory bank. But Ruth was interviewing me during the first week in May, so I had to trot out the story of… My humiliating Cinco…

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The story-powered Ad That Launched an Eyeglasses Empire

By Tom Ruwitch

We lost a legend this week — Joe Sugarman, a copywriting great, who taught me (and countless others) tons about marketing. He wrote many great books, including The Adweek Copywriting Handbook. I pulled that book from my shelf yesterday and flung it open to the place I dog-eared long ago: Page 178. The section about storytelling.…

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How to Turn a Claim from Questionable to Rock-Solid Believable

By Tom Ruwitch

I’ve been helping one of my coaching clients Richard polish a print advertisement for his kitchen and bath remodeling business. Here’s the last line of the ad: “That’s why our average review on Facebook and Google is 4.92 stars out of 5.” You may be wondering… ”Why 4.92?” Here’s why: Because 4.92 is the EXACT…

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School Reunion Calendar Cartton

Why This Letter Generated More Than $2 Billion in Sales…

By Tom Ruwitch

A few years ago, my friend skipped his high school reunion because he was between jobs. He didn’t want to face his classmates while down on his luck. I get it. He dreaded that “what are you up to?” conversation. He didn’t want to tell his story of dreams deferred. He wanted to be the…

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How Apple Captivates Prospects and How You Can, Too

By Tom Ruwitch

In the most recent Monday Mash-Up, I shared with you this ad from Apple which I love:  Great visual storytelling. Great special effects.  But as great as the “Jump” ad is, it’s not the greatest I’ve seen from Apple. This one, named “Bounce,” is even better:   When Apple released this ad in 2019, I showed the ad…

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How Hardcore Conservatives and Hippies Found Common Ground

By Tom Ruwitch

This is a story about how hardcore, ultra-conservatives found common ground with a bunch of hippies.  I know that seems unlikely these days, but it happened not that long ago. And this happening is loaded with business lessons. Our story begins soon after the turn of the millennium, in 2002, when the Internet was just…

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The Story Behind One of the Greatest Ads Ever

By Tom Ruwitch

In 1925, John Caples was a rookie copywriter working on an ad for home-study piano courses. He drafted several headlines that he shared with his boss. Here are a few: “Can you play the piano? Neither could I three months ago?” “They laughed when I sat down at the piano. But when I started to…

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Email Story: Betrayed by a Travel Brochure

By Tom Ruwitch

Back in the day, when people used to go on vacation, my mom, dad, brother and I packed up the station wagon and drove west in search of a ghost town. Actually, we were headed to some national parks in Wyoming and Montana. But I insisted we detour. The brochure I grabbed at the Stuckey’s…

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