5 Advertisement Techniques Every Marketer Should Master

Advertisements are everywhere these days, vying for our attention amidst the never-ending noise of daily life.

Some manage to capture our interest, others are forgettable.

But every now and then, a campaign comes along that leaves a lasting impression.

In this article, we will explore five such advertisements that managed to captivate audiences.

From IKEA’s unusual pee-stick campaign to Nike’s iconic “Just Do It.” slogan, these ads are not to be missed.

So, buckle up and prepare to be entertained and inspired by the world of advertising.

5 advertisements

The five advertisements mentioned, IKEA’s pee-stick ad campaign, Spotify’s billboard ad campaign, Copenhagen Zoo’s bus and subway ad campaign, Audible’s audio and video campaign promoting audiobooks, and Nike’s “Just Do It.” slogan campaign, are all successful and noteworthy in their own right.

Each advertisement utilizes different strategies to capture the attention and engage with their target audience.

For example, IKEA’s pee-stick ad campaign used humor and creativity to promote their baby furniture by offering a discount to pregnant women who proved they were expecting using a urine-tested pregnancy kit.

Spotify’s billboard ads employed witty and personalized messages to showcase the diverse music offerings available on their platform.

Copenhagen Zoo’s award-winning bus and subway ad campaign utilized clever optical illusions to create visually striking advertisements that highlighted the zoo’s unique animal exhibits.

Audible’s campaign effectively utilized both audio and video formats to showcase the benefits of audiobooks in a visually and audibly engaging way.

Lastly, Nike’s iconic “Just Do It.” slogan campaign from 1988 has become a hallmark of the brand’s motivational and empowering messaging.

Overall, these advertisements successfully utilized various techniques to capture consumer interest, promote their products or services, and leave a lasting impression.

Key Points:

  • The five advertisements mentioned are:

  • IKEA’s pee-stick ad campaign

  • Spotify’s billboard ad campaign
  • Copenhagen Zoo’s bus and subway ad campaign
  • Audible’s audio and video campaign promoting audiobooks
  • Nike’s “Just Do It.” slogan campaign.

  • Each advertisement uses different strategies to engage with their target audience.

  • IKEA’s ad campaign uses humor and creativity to offer discounts to pregnant women who prove they are expecting.

  • Spotify’s billboard ads employ witty and personalized messages to showcase their music offerings.

  • Copenhagen Zoo’s ad campaign uses clever optical illusions to highlight their unique animal exhibits.

  • Audible’s campaign effectively utilizes both audio and video formats to promote audiobooks.

  • Nike’s “Just Do It.” slogan campaign is a hallmark of the brand’s empowering messaging.


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💡 Did You Know?

1. In 1922, the first-ever advertisement aired on the radio. It was for a New York-based apartment complex called Hawthorne Court. However, due to limited listening range, it is estimated that only about 100 people heard the ad.
2. The shortest television commercial ever aired was a 1-second ad for the popular candy bar Kit Kat in 2009. The ad simply showed the Kit Kat logo and the sound of a crunch.
3. In the 1890s, companies started promoting their products by placing advertisements on horse-drawn carriages known as “advertising wagons.” These mobile ads traveled around cities, attracting attention wherever they went.
4. The first-ever banner ad on the internet was created by an American telecommunications company called AT&T. The ad featured on the website HotWired in 1994 and had a click-through rate of 44%, a surprising success for the time.
5. The iconic Marlboro Man campaign featured in cigarette advertisements from the 1950s until 1999 was inspired by a photograph of a real-life rodeo cowboy named Darrell Hugh Winfield. He became the face of the brand, making Marlboro one of the most successful and recognized cigarette campaigns in history.

1. Ikea’s Pee-Stick Ad Campaign (2018)

In 2018, Ikea launched a groundbreaking ad campaign that caught the attention of consumers around the world. The Swedish furniture company partnered with Swedish advertising agency Åkestam Holst to create an innovative advertisement focused on expectant mothers.

The campaign featured a print advertisement displaying a crib and encouraged women to urinate on the ad. This was a clever and unique way to promote Ikea’s baby products.

The ad utilized a pregnancy test strip that would react to the hCG hormone found in pregnant women’s urine. If the ad was urinated on and the woman was pregnant, a special discounted price for the advertised crib would be revealed.

This campaign gained widespread attention for its creativity and ability to engage expectant mothers in a fun and interactive way.

Ikea’s pee-stick ad campaign showcased the power of thinking outside the box when it comes to advertising. By incorporating a pregnancy test strip into an advertisement, Ikea was able to create a memorable and engaging experience for potential customers.

This campaign not only attracted pregnant women but also garnered attention from people who were curious about this unique approach to advertising. It proved that taking risks and pushing boundaries can lead to successful marketing campaigns.

2. Spotify’s Billboard Ad Campaign (2016)

In 2016, music streaming service Spotify launched a clever billboard ad campaign that played on the listening habits of its users. The campaign featured various witty and humorous messages that highlighted specific data points about Spotify users and their favorite songs.

One notable billboard displayed the message, “Dear person who played ‘Sorry’ 42 times on Valentine’s Day, what did you do?”. This not only caught the attention of passersby but also resonated with Spotify users who could relate to the question.

This ad campaign was successful in capturing the essence of Spotify’s brand. It showcased the platform’s ability to personalize music recommendations and emphasized the emotional connection people have with their favorite songs. By tapping into users’ listening habits and creating relatable and engaging messages, Spotify was able to effectively promote its service and connect with its audience on a deeper level.

3. Copenhagen Zoo’s Award-Winning Bus and Subway Ad Campaign

Copenhagen Zoo’s bus and subway ad campaign was a perfect example of how creativity and visual appeal can enhance the effectiveness of an advertisement. The zoo partnered with innovative advertising agency Robert/Boisen & Like-minded to create eye-catching ads that showcased the zoo’s diverse range of animal species.

The campaign featured realistic illustrations of various animals, such as a bear, elephant, and penguin, with their bodies extending outside the ad space. This created the illusion that the animals were actually present in the surrounding environment, capturing the attention of commuters and sparking their curiosity.

The award-winning campaign not only promoted the zoo but also raised awareness about the importance of wildlife conservation. It encouraged people to visit the zoo and learn more about these majestic creatures. By using visually striking and thought-provoking advertisements, Copenhagen Zoo successfully attracted visitors and conveyed its message in a memorable and impactful way.

4. Audible’s Audio and Video Campaign for Audiobooks (2020)

In 2020, Audible, the leading audiobook platform, launched an audio and video campaign aiming to engage and captivate book lovers. The campaign featured a series of advertisements highlighting the immersive and transformative experience of listening to audiobooks.

The ads showcased individuals in various everyday situations, such as commuting or doing household chores, completely engrossed in their audiobooks. The audio component of the campaign included snippets of popular books and the captivating narrations that brought the stories to life.

Audible’s campaign effectively communicated the convenience and enjoyment of audiobooks and positioned the brand as the go-to platform for this form of entertainment. By showcasing how audiobooks can enhance ordinary moments, Audible successfully appealed to its target audience and encouraged them to explore the world of storytelling through audio.

5. Nike’s Iconic “Just Do It.” Slogan Campaign (1988)

Nike’s “Just Do It.” slogan campaign, launched in 1988, is one of the most iconic and enduring advertising campaigns in history. It aimed to inspire and motivate athletes and individuals to exceed their limits and achieve greatness.

The campaign featured a series of advertisements that showcased different athletes, each with their own inspiring story. The powerful and concise slogan, “Just Do It.”, became synonymous with Nike and its brand values of determination, perseverance, and excellence.

Nike’s “Just Do It.” campaign tapped into the emotional and aspirational aspects of sports and fitness, creating a strong connection with consumers. It empowered individuals to believe in themselves and take action towards their dreams and goals. This campaign not only propelled Nike to new heights but also set a new standard for impactful and emotionally resonant advertising in the sports industry.

6. McDonald’s “I’m Lovin’ It” Ad Campaign

The McDonald’s “I’m Lovin’ It” ad campaign, launched in 2003, became an anthem for the fast-food chain and a memorable jingle that captured the attention of consumers worldwide. The campaign aimed to emphasize the enjoyment and happiness that comes with indulging in McDonald’s food.

The catchy theme song, performed by Justin Timberlake, appealed to a wide range of demographics and became deeply ingrained in popular culture. The campaign featured television and radio ads that showcased the excitement and satisfaction of consuming McDonald’s menu items.

McDonald’s “I’m Lovin’ It” campaign successfully associated the brand with positive emotions, memorable jingles, and a sense of joy. It created a strong and consistent brand identity that has resonated with consumers for years, cementing McDonald’s as a leading player in the fast-food industry.

  • The “I’m Lovin’ It” ad campaign launched in 2003.
  • The campaign featured a catchy theme song performed by Justin Timberlake.
  • The ads emphasized the enjoyment and happiness of consuming McDonald’s food.
  • McDonald’s successfully associated the brand with positive emotions and a sense of joy.
  • The campaign has resonated with consumers for years, making McDonald’s a leading player in the fast-food industry.

7. Snickers’ Betty White Super Bowl Commercial

Snickers’ Super Bowl commercial featuring Betty White was a standout advertisement that utilized humor and star power to engage viewers.

The 2010 ad showcased Betty White playing a football player who gets tackled hard during a game. As a result of the hit, White transforms back into her younger, male form, with the tagline “You’re not you when you’re hungry. Snickers satisfies.

This commercial was a prime example of how a well-executed Super Bowl ad can generate buzz and positive brand association. The combination of Betty White’s comedic timing and the humorous concept of the ad resonated with audiences and became one of the most memorable commercials of that Super Bowl season.

Snickers’ Betty White commercial demonstrated the power of humor and celebrity endorsements in advertising. By incorporating a beloved and well-known actress like Betty White, Snickers was able to create an entertaining and memorable commercial that effectively conveyed the message of their product.

– The commercial featured Betty White playing a football player who transforms after being tackled.
– Snickers’ tagline, “You’re not you when you’re hungry. Snickers satisfies” added to the humor.
– The commercial generated significant buzz and positive brand association.
– Betty White’s comedic timing and the ad’s concept resonated with audiences.
– The commercial exemplified the effectiveness of humor and celebrity endorsements in advertising.

8. Herbal Essences’ Provocative ’90s Ad Campaign

In the 1990s, Herbal Essences launched a daring ad campaign with the goal of captivating viewers’ attention and standing out in the competitive hair care market. The campaign showcased women using Herbal Essences products and experiencing intense pleasure while washing their hair, often accompanied by suggestive sounds and facial expressions.

These advertisements caused controversy and sparked debates due to their provocative nature. However, they also succeeded in increasing brand awareness and recognition for Herbal Essences. By taking a bold approach, the campaign set the brand apart from its competitors and established a strong association between pleasure and hair care.

The ’90s ad campaign by Herbal Essences exemplified the power of pushing boundaries and creating a unique brand identity. Despite being polarizing, the campaign effectively caught the attention of audiences and established Herbal Essences as a memorable player in the hair care industry.

9. Dunkin’ Donuts’ “America Runs On Dunkin'” Campaign

Dunkin’ Donuts’ “America Runs On Dunkin'” campaign, launched in 2006, was a strategic move to reposition the brand and emphasize its role in American culture. The campaign aimed to position Dunkin’ Donuts as the go-to destination for a quick breakfast or coffee, highlighting its convenience and accessibility.

The campaign featured a series of advertisements that showcased ordinary Americans starting their day with Dunkin’ Donuts products. The catchy slogan, “America Runs On Dunkin'”, became deeply ingrained in popular culture and solidified the brand’s association with the fast-paced, always on-the-go lifestyle of Americans.

Dunkin’ Donuts’ campaign successfully communicated the brand’s value proposition and positioned it as a convenient and trusted choice for breakfast and coffee. The memorable slogan and relatable messaging resonated with consumers, making Dunkin’ Donuts a leading player in the fast-food industry.

10. ASPCA Ad With Sarah McLachlan’s “In the Arms of an Angel”

The ASPCA ad featuring Sarah McLachlan’s “In the Arms of an Angel” became one of the most emotional and impactful advertisements in the nonprofit sector. The ad aimed to raise awareness and generate support for animal welfare, specifically targeting the prevention of animal cruelty and the need for adoption.

The commercial featured heart-wrenching images of abused and neglected animals, while McLachlan’s melancholic voice provided a haunting soundtrack. The combination of powerful visuals and emotional music created a stirring and memorable experience for viewers.

The ASPCA ad with Sarah McLachlan effectively tugged at the heartstrings of viewers and appealed to their compassion and empathy. It successfully conveyed the urgency and importance of supporting animal welfare, resulting in a significant increase in donations and public awareness.


These advertisements, from the groundbreaking pee-stick ad campaign of Ikea to Nike’s iconic “Just Do It.” slogan campaign, demonstrate the power of creativity, emotional connection, and effective messaging in advertising. Each campaign utilized unique strategies and techniques to engage their respective audiences and leave a lasting impression. From interactive experiences, witty messaging, and star power, these advertisements showcase the versatility and importance of mastering different techniques to create impactful and memorable campaigns. Whether it is appealing to the humor of viewers, tugging at their heartstrings, or simply engaging their curiosity, these campaigns have all left their mark in the advertising world. As marketers, these examples serve as inspiration to think outside the box, embrace the power of emotions and storytelling, and create campaigns that resonate with audiences on a deep level.


What are the 5 examples of advertising media?

Advertising media refers to the various channels through which advertisements can be presented to the target audience. Five examples of advertising media include print media, such as newspapers and magazines, providing accessible and tangible platforms for advertising. Broadcast media, including television and radio, engage consumers through visual and auditory means, captivating their attention. Interactive and digital media, such as online ads and social media campaigns, leverage technology to interact with consumers in real-time and effectively deliver brand messages. In-store media, like signage and displays, effectively advertise products and services within physical retail spaces. Outdoor media, such as billboards and transit ads, reach consumers while they are on the move, creating powerful brand impressions in the public sphere.

What are the 10 kinds of advertisement?

There are various kinds of advertising that companies utilize to reach their target audience. These include online search advertising, which involves displaying ads on search engine result pages; social media advertising, which targets users on popular social media platforms; print advertising, which includes ads in newspapers and magazines; direct mail, which is sending physical advertisements directly to people’s mailboxes; broadcast, video, and TV advertising, which involves airing commercials on television and video platforms; out-of-home (OOH) outdoor advertising, which includes billboards and signage placed in public areas; cell phone mobile advertising, which targets users on their mobile devices; and product placement, which involves integrating promotional content within movies or TV shows. These diverse forms of advertising help businesses effectively promote their products or services to a wide audience.

What are the 6 types of advertising?

There are several types of advertising techniques that businesses utilize to reach their target audience. One prominent approach is Paid Search Advertising, where companies pay to have their ads displayed in search engine results. Another effective method is Social Media Advertising, which leverages popular social platforms to engage and target users with relevant ads. Additionally, Display Advertising involves visually appealing banner ads that appear on websites and mobile apps, capturing users’ attention. Moreover, Native Advertising seamlessly integrates promotional content within online publications to deliver a less intrusive advertising experience. Furthermore, Print Advertising continues to be a traditional yet impactful method, utilizing newspapers, magazines, and other print materials to showcase products and services. Lastly, Broadcast Advertising utilizes television and radio to reach a mass audience and communicate key messages effectively.

What is 5 ms of advertising?

The concept of 5 ms of advertising encapsulates five fundamental elements crucial for successful advertising campaigns. Mission represents the overarching objective or goal that the advertisement aims to achieve. Money refers to the financial resources allocated for the advertising effort. Message focuses on crafting a compelling and persuasive communication that resonates with the target audience. Media considerations involve selecting the appropriate channels or platforms to broadcast the advertisement. Lastly, Measurement relates to evaluating the effectiveness and impact of the advertising campaign through metrics and analytics. These 5 ms of advertising form a comprehensive framework that enables advertisers to strategize, execute, and assess their advertising efforts for optimal results.