20 Apr
Print advertising may have declined in 2020, but it has helped businesses make strides in acquiring new customers and increasing sales. Statista does estimate that print ad spending will rake in millions in 2021, which would boost the possibility of print advertising making a comeback. If you’re considering print advertising and don’t know where to start, check out 30 famous print ads that have earned attention. Let them serve as your inspiration for your next campaign. Learn more about which print ads made our list.
1. Ikea
As one of the most famous print ads that went viral, Ikea’s ad is clever because it allows its target audience to take action. It also makes a promise by giving a discount if the test confirms they’re pregnant. Overall, it’s a straightforward copy that will have people wondering if they would get a discount or not.
2. Norwegian Airlines
Image credit to Campaigns of the World
One way to become viral is by capitalizing on a trend. In this case, Norwegian Airlines used Brad Pitt’s split from Angelina Jolie into an ad campaign. Aside from “Brad is Single,” the ad copy also reads that it’s only a one-way ticket that includes taxes. It’s good that they were honest from the get-go to avoid any complaints from passengers.
3. Stabilo
Stabilo’s “Highlight the Remarkable” campaign shows that women, despite having “background” roles, are still at the forefront of discoveries or significant events. The ad copy also gives us an overview of their achievements. It’s one of the most famous print ads that subtly gives viewers a quick history lesson.
4. Snowbird
Turn a negative thing into something positive by following Snowbird’s footsteps. They capitalized on the one-star reviews they received, which served as the ad copy. It’s a risk that could backfire, but the campaign elicited positive feedback from those who saw the ads.
5. Nescafe
Use the power of words (or sounds) to associate with your brand. In this case, Nescafe used ZZZs and turned them into an N (a standing Z) when you drink a cup of their coffee. Plus, the copy further emphasizes the design, contributing to the overall messaging of the print ad.
6. Shikun & Binui
Interactive print ads take the ad experience to the next level. This one by Shikun & Binui promotes their company by using the sun. Like some other print ads here, the ad copy makes you take action. Plus, you’ll see the ad go to life when you face it towards the sun, revealing more information about the company.
7. Motorola
Here’s another interactive print ad that went viral. It will make you want to customize your Moto X and make you consider buying one. Take note of the ad copy as well, which has effectively used “you” to connect with its readers.
8. Opel
Sometimes, the copy doesn’t have to be correctly spelled for it to make sense. Anyone accustomed to typos can understand the copy without having it translated. It helps to raise awareness and make it relevant to the ad campaign.
9. Seth & Riley’s Garage
It can be a good idea to make fun of your brand in your ad. Seth & Riley’s Garage ran ads that were hilarious and taking a dig on the process of ad copywriting. It’s cool they didn’t take themselves seriously, and it works to their advantage because it makes them personable.
10. Scrabble
Here’s an example of a print ad with a long-form copy. It makes excellent use of the scrabble letter blocks like in the game. Plus, it gives you words that you may use in the game. It’s also a creative use of anagrams, which could be an educational experience for ad viewers.
11. KFC
Here’s one of the famous print ads that genuinely went viral and got everyone’s attention. KFC apologized for not having chicken in their stores, which is a no-no for the brand. But what will make people read the ad is how KFC scrambled their name into an obvious swear word. Plus, they owned up to their mistakes, which will help them establish trust with their consumers.
12. Guinness
Since most of us use smartphones, we spend time browsing on our phones instead of conversing with others while we’re outside. Guinness’s print ad reminds us to take a break and enjoy a pint of beer while having fun with other people. And if you look at the design, you would see a silhouette of how Guinness would present their beer on an ad.
13. Fanta
Image courtesy of Buzzfeed
Nowadays, we don’t see a lot of long-form copy. At first glance, you’ll see that Fanta may have broken design rules by having too many typefaces in one copy. But what they do well is that they describe their soda’s taste. Not only that but since the paper is made out of rice, recipients of the print ad can tear a piece of it and taste what they describe.
14. KitKat
Direct mail marketing is a type of print ad we may not see as much. However, this one by Kit Kat may change your mind. According to G2, they sent direct mail to customers saying they’re recipients of the new Chunky bar. But the catch, it was too chunky to receive.
15. Heinz
In the show Mad Men, Don Draper pitches “Pass the Heinz,” but it was rejected. However, Heinz used Draper’s tagline and made it their own. It’s an ad copy that helps ingrain the idea that Heinz is more than just a condiment; it’s a household staple.
16. Marmite
Anyone who’s ever encountered Marmite will tell you different things: they will either hate it or love it. It’s an ongoing debate that Marmite cleverly used in their print ad. According to some news reports, the ad copy was made in light of Brexit and people’s stances over that issue.
17. Liberty Mutual
Here’s another print ad that will make use of your other senses. Unlike Fanta, this one uses the smell of a new car. The ad agency responsible for the campaign might give people a Pavlovian response. And once people relive memories of a new car, the smell and ad copy could prompt them to get insurance after buying a new car.
18. Jeep
As one of the famous print ads you’ll ever see, Jeep’s campaign will make you look twice. There’s only one tagline there, and it reads, See Whatever You Want To See. It’s a compelling ad copy that will make you think that you can rotate it and see another animal upon seeing the photo.
19. Expedia
This Expedia ad campaign was one of the most famous print ads that went viral. It uses the International Air Transportation Association (IATA) Codes as the majority of the ad copy. Plus, there are also texts in stamp form, similar to those you see in passports. It’s a smart way to enable wanderlust and get people pumped to travel.
20. Stronger Marriage
Like some ads on this list, the Stronger Marriage print ad will make you take action. You may not have a copy of the advertisement in hand; you can imagine doing what the ad copy tells you to do. Plus, as you scroll down, you will see where you need to go once you figure it all out.
21. Play-Doh
The print ad by Play-Doh enables children and adults to play with their imagination. The design itself is wonderful, and the ad copy may inspire people to use Play-Doh and do whatever they wish. And that’s the magic of that childhood compound, allowing you to construct anything you want.
22. Lifebuoy
The print ads for Lifebuoy will make you wonder why they used animals. But they further explain on the copy that you eat what you touch. And the imagery has a big impact because the animals are in the shape of food or items that you would put near your mouth. It’s great that they’re reminding people to sanitize or wash their hands before eating food.
23. Fiat
Here’s another don’t text and drive ad campaign, but this time it’s from Fiat. Instead of using cars or texting, they used letters. And the copy was simple; you either see “a letter” or the “illusion/image.” It’s impactful and an excellent reminder for everyone to stay focused on the road while driving.
24. L’Oreal
Your brand may have an established gender audience, but that didn’t stop L’Oreal from speaking directly to men in one of the most famous print ads of all time. The headline was clear, the ad is for men, and men should hire more women in leadership positions. Not only that, but L’Oreal made the effort of adding data on the advertisement too.
25. Ford
Image courtesy of Digital Synopsis
Here’s another ad that won’t let you read or view the ad; it gets you to do something. In this case from Ford, the ad copy doesn’t say much about the Ford Explorer. But, it tells us that it’s easier to park using this car, all thanks to their Park Assist feature. It’s a cool way of showing how it’s convenient to park without having to drive.
26. Harvey Nichols
This could be considered a controversial print ad, but it’s still one of the famous print ads that caught people’s attention. The copy reads, “try to contain your excitement,” but it seems like there’s an accident, implying they were too excited. It may have offended people, but Harvey Nichols is still standing strong despite a possible minor setback.
27. JWT
You might have to shock people to be heard, or in this ad’s case, read. JWT’s ad campaign is brilliant because it could have double meanings, especially for those who have a provocative mind. It raises awareness of the current climate regarding pay.
28. Pepsi
Poking fun at competitors is one way to get people to talk about you. And that’s how Pepsi did it for their Halloween campaign. Their Pepsi can put on a Coca-Cola cape, and their ad copy reads, “We wish you a scary Halloween!” It’s a cheeky way of implying that they’re much scarier once they had their Coca-Cola cape on.
29. Burger King
Mentioning your competitors is one thing, but supporting them on a print ad is a rare situation. But that’s what Burger King did, despite its ongoing rivalry with McDonald’s. They published an open letter promoting that its customers also eat from other restaurants to support them during a difficult time. That was big of Burger King to do, and who knows, more people might eat more Burger King because of it.
30. Mastercard
What’s the one word you would associate with Mastercard? Priceless. They used that for the ad and added that they have charitable efforts connected to a golf event. It’s one way you can get people to support a cause without providing further explanation.
