Chanel could have gone with luxury photography. Glossy product shots. Gold accents. Maybe a rose or two.

Instead?

Here’s the ad:

A crayon drawing of their signature bottle.

No fancy styling. No tagline. Just a kid’s version of a classic.

It works because it feels personal. Like something you’d make for your mom when you were little—only now, you can actually buy it.

What might look like scribbles to the world is priceless to a mom.

❤️‍🔥Ads We’re Loving

Here’s what we’re loving right now:

1. Ad #1 - Hallmark nails Mother’s Day commercials with this ad highlighting how every “Mom” call is a testament to unwavering love.

2. Ad #2 - Changing your mind doesn't change your impact. With Visionworks, seeing clearly means choosing boldly — again and again.

3. Ad #3 - Not just a better burger—it's a bold redefinition of flavor. Sonic's 'A Better Burger' isn't just a meal; it's a movement.

   (Bonus points if you can recognize this TV show set.)

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Here’s the ad:

No flashy headline. No product benefits.

Just a Facebook comment calling them “Satan worshipers,” placed front and center like it’s a glowing review.

And somehow…it works.

They know their audience. If you think the brand is “a bit over the top,” you’re not who they’re talking to. But if you find it hilarious? You’re exactly the type to buy a $2.99 can of mountain water with a metal band logo.

This is brand voice at its most confident. And a reminder: not every ad needs to win everyone over.

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Here’s what we’re loving right now:

1. Ad #1 - From the first mile to the final stretch, Goodyear has been the driving force behind legends. Still. Always. Forever.

2. Ad #2 - No secrets, just freshness—Old Spice Fiji: the scent that keeps relationships transparent and tropically fresh.

3. Ad #3 - Cake.com effortlessly showcases how the wrong tool turns a sweet opportunity into a total mess in this ad.

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The World Wildlife Fund takes a viral trend and flips it on its head to make a chilling point. The result is this haunting toy box ad that hits hard:

Why It Works

WWF is jumping on a viral social media trend in the smartest (and most sobering) way possible.

If you’ve been on social media recently, you’ve probably seen the “AI action figure” trend. People upload a photo of themselves, pick a few favorite things—like coffee, cats, or gaming—and receive a custom action figure box complete with mini accessories that represent their personality. It’s quirky, nostalgic, and fun.

But WWF hijacks the trend with a gut-wrenching twist.

Instead of fun hobbies or cute items, this action figure comes with a horn saw, a weapon, a poacher figure, and a toy jeep. The background? A lifeless savanna, centered on a rhino carcass. The label? “Accessories to extinction included.” And instead of a playful slogan, we get a sobering reminder: “The world needs less action figures; more action.”

This is a masterclass in cultural relevance. WWF doesn’t just put out another shocking wildlife PSA—they enter a trend that people are actively participating in and scrolling through right now. 

By mimicking the tone and format of a lighthearted meme and using it to deliver a serious message, they stop people in their tracks. The visual contrast between “fun” and “brutal reality” creates cognitive dissonance—and that’s what makes people look, think, and share.

How to Apply This Concept:

This is a textbook example of how to ride a viral wave while flipping the script. Brands and nonprofits alike can tap into trends like this—not by copying, but by contrasting.

Here are a few ways this strategy could be applied across industries:

• Mental Health: A mental health org could create an “action figure” with accessories like burnout, coffee cups, and unread messages—flipping the workaholic aesthetic to raise awareness about overwork and anxiety.

• Home Security: A home security brand could spoof the action figure trend with a “Burglar Starter Kit” box—complete with accessories like a crowbar, ski mask, and blueprint of an unprotected home. The punchline? “Don’t make it this easy.”

• Fashion: A sustainable fashion brand could spoof a luxury handbag unboxing trend, but instead of designer accessories, the bag is filled with microplastics and fast fashion waste.

• Fintech: A fintech app could parody a “What’s In My Bag?” post with a wallet full of overdraft fees, payday loans, and credit card debt—before offering a smarter budgeting solution.

At its core, this WWF ad is a reminder that the most powerful creative doesn’t fight the algorithm—it leverages it, then subverts expectations.

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Here’s what we’re loving right now:

1. Ad #1 - In a world chasing highlight reels, Garmin markets the grind. And it hits different.

2. Ad #2 - Fiverr flips the AI narrative—showcasing that when human creativity leads, AI doesn't replace; it amplifies. A masterclass in marketing that turns tech anxiety into artistic synergy.

3. Ad #3 - Kit Kat doesn’t just sell chocolate—it sells the fantasy of being rescued from your inbox by four suited giants who force you to finally breathe.

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KFC made a fried chicken-flavored toothpaste joke—and it actually sold out. Check it out:

Why It Works

At first, it was just an April Fool’s joke. KFC and a toothpaste brand called Hismile teamed up to make a silly ad about brushing your teeth with toothpaste that tastes like fried chicken. But, the idea was so funny and unexpected that people couldn’t stop talking about it. So, they made the product real — and it sold out this past week.

This ad works because it surprises you. No one expects toothpaste to taste like fried chicken. When people saw it, they probably laughed or said, “Wait, is this real?” That reaction is what makes it so powerful.

It also looks real. The toothbrush and toothpaste are designed like actual products, and they’re sitting next to real KFC food. If the ad looked too silly, people might just ignore it. But because it looks so polished, it makes you stop and think—is this serious? That mix of real and funny is what grabs your attention.

Another reason it works: people love sharing things that are weird or funny. This ad is both. So, it quickly spread online. Even though it started as a joke, people were so interested that the companies actually made the toothpaste. It became a real product—and it sold!

It’s proof that fun ideas can lead to big success, even if they sound strange at first.

How to Apply This Concept:

This ad doesn’t just promote a product—it creates a conversation. Here’s how other brands could use this same “ridiculous but real” strategy:

• Finance: A budgeting app could launch a luxury “Impulse Purchase Card”—a fake platinum card printed on cardstock with a spending limit of $0 to help users resist FOMO buys.

• Health & Wellness: A protein powder company could sell an April Fool’s “Pizza Protein” flavor, only to surprise fans by actually making it in a limited run.
  Pet Industry: A pet food company could advertise “human-flavored dog treats” like mac & cheese or birthday cake, just for laughs.

• Food: A sparkling water brand might release a “flat water edition”—completely uncarbonated, with dramatic branding like it’s the boldest flavor yet.

• Travel: A travel app could joke about offering “vacation packages to the moon” with fake reviews like “Great view, hard to breathe.”

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❤️‍🔥Ads We’re Loving

Here’s what we’re loving right now:

1. Ad #1 - This campaign extends Tiffany & Co.’s legacy of love, art, and elegance into bold new territory.

2. Ad #2 - Watch how DoorDash uses a pup to highlight a secret benefit to food delivery.

3. Ad #3 - Rugged, refined, and resilient—Harry’s reveals the secrets to becoming the man everyone wonders about.

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This WaterAid ad hits hard—and that’s exactly why it works. It takes a cold statistic and makes it personal, emotional, and impossible to ignore.

Why It Works

This is a textbook example of a direct-response tactic known as Dimensionalization—a way of adding sensory, visual, and emotional context to a raw claim. It transforms a stat into a story by adding depth to the message. 

This ad grabs your attention immediately – the stat “every two minutes” is shocking. But, it’s the image that makes it real: a woman carrying a child while standing in visibly dirty water. This ad succeeds because it takes a faceless statistic and gives it weight, context, and urgency. It forces the viewer to connect the dots. This isn’t theoretical—this is real.

The copy then pivots immediately into a solution, using both contrast and simplicity. After confronting the viewer with a death toll, it follows with an actionable and almost shockingly affordable fix: “£2 per month can help change this.” The emotional appeal is high-stakes, but the ask is low-friction. The solution feels doable. That contrast is key to giving this ad its power.

Without dimensionalization, “children die from dirty water” is sadly forgettable. This ad could’ve just said “dirty water kills.” Instead, it makes you feel it. That’s what moves people.

How to Apply This Concept:

Utilize Dimensionalization to provide better emotional connection and urgency to your statistic. For example: 

• Insurance: A life insurance company could show a teenager looking over unpaid bills with the line: “1 in 4 families go into debt after a loss.”

• Security Industry: A home security brand might use actual footage from a neighborhood break-in with the stat: “Most burglaries happen between 10am and 3pm.”

• Fitness Industry: A fitness app might showcase a side-by-side of someone before and after using the program with copy like, “20 minutes a day is all it takes,” grounding the transformation in daily, dimensional terms.

• Meal Delivery: A meal delivery service could show a frazzled parent surrounded by chaos at dinnertime with a stat like “60% of parents say cooking is the most stressful part of their day.”

This ad proves that facts alone don’t move people—feelings do. When you give your message dimension, you’re not just telling people the problem but showing what it looks and feels like. That’s what gives this ad its power. 

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❤️‍🔥Ads We’re Loving

Here’s what we’re loving right now:

1. Ad #1 - Jets, high stakes, sabotage—and all for what? Apple just built an entire cinematic universe…to show you how nice it is when your tools don’t fight back.

2. Ad #2 - Neutrogena turned a meme into a skincare message—and somehow, it works.

3. Ad #3 - JP Morgan Chase is making credit card confusion feel oddly… fun? This campaign turns financial stress into a language we all finally understand. (Make sure you watch the whole ad campaign in the link.)

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This pet adoption ad mimics a pharmaceutical setup—until you realize the “pills” are actually tiny, sleeping kittens.

Note: We’re unable to confirm whether this was a spec ad or if it received approval.

Why It Works

This ad from Misu Pet & Food isn’t loud or emotionally manipulative—but it’s quietly brilliant. It uses a familiar visual shorthand (a hand with pills and a glass of water) to set up a completely different punchline: these aren’t pills, they’re pets.

The contrast between the expected (medication) and the revealed (living creatures) makes the message land harder: love can be its own kind of therapy. The tagline, “Receive a good dose of love against depression. Adopt,” doesn’t overexplain—it lets the visual do most of the work.

What makes this ad powerful is its restraint. There’s no overly emotional copy, no dramatic lighting or sad animals behind cages. Just a calm, almost sterile setup that turns warm with a second look. That visual surprise—when you realize what you’re really seeing—makes it memorable, shareable, and emotionally resonant.

How to Apply This Concept:

This ad reinvents an overused visual—medicine—by turning it into a soft, emotional metaphor that you can adapt, too. For example:

• Wellness & Travel: A wellness retreat could show a blister pack of pills with tiny photos of forest cabins or yoga sessions in each capsule—tagline: “Choose your escape.”

• Coaching Industry: A coaching or therapy platform could show a weekly pill organizer, but instead of pills, each compartment contains a mini sticky note with affirmations, breakthroughs, or action steps—tagline: “Mental clarity, prescribed.”

• Home & Garden: A plant delivery service could show a hand holding “green pills” that are actually tiny succulents—message: “Natural mood boosters.”

• Social Services: A companionship service for seniors could show tiny human figures curled up like medicine—positioning connection as care.

This ad is a great reminder that visual metaphors, when done right, don’t have to shout to be smart.

And that's all for today. But if you want some more ad inspiration, make sure to study today's sponsor:

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❤️‍🔥Ads We’re Loving

Here’s what we’re loving right now:

1. Ad #1 - When Martha Stewart and Charli XCX spill the tea, Uber Eats delivers the punchline — this isn’t just a Super Bowl ad, it’s a cultural moment. 🧃🔥

2. Ad #2 - It’s soda… with shockwaves — Mentos’ Fizzooka blasts into your feed with the most explosive flavor drop of the year. 💥🥤🚀

3. Ad #3 - AI meets ambition — Allianz turns dreams into destinations with the ultimate bucket list generator. 🧠✈️📍

Let’s get serious

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Why? Our entire platform exists to help serious content creators scale faster. We’re built for those who are ready to take their content and build it into a behemoth. 

It’s why we offer a no-code website builder. It’s why our ad network matches you with global brands like Nike and Netflix. It’s why we never take a dime of your subscription revenue. And it’s why Arnold Schwarzenegger and Ashley Graham trust us to connect with their huge fan bases. 

It’s all to put your hard work in front of more people. So if you’re ready to build, ready to grow, and ready to make the world take notice, beehiiv is ready for you.

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This IKEA ad takes a simple product—a duvet—and packages it as an anti-aging “cream”: 

Note: We’re unable to confirm whether this was a spec ad or if it received approval.

Why It Works

Instead of simply selling a duvet and showing it off on various beds, IKEA reframes sleep as “the most natural anti-aging remedy” by putting the duvet in a familiar-looking skincare jar. 

This ad works because of humor and familiarity, reminding us that a good night’s sleep is as essential as any expensive beauty product.

How to Apply This Concept:

Make your ads mimic the style of your competitors. For example:

• Fitness Industry: A gym ad that shows lifting weights as “the original anti-stress therapy,” mimicking a bottle of anxiety medication.

• Tech Gadgets:  A noise-canceling headphone ad designed like an old-fashioned ‘Do Not Disturb’ sign to highlight peace and quiet.

• Food Brands: A healthy snack company presenting their product as “the cheat code for energy” in a design resembling a battery charging icon.

• Travel Industry: A hotel chain showing a perfectly made bed as “the real work-from-home upgrade,” playing on remote work struggles.

And that's all for today. But if you want some more ad inspiration, make sure to study today's sponsor:

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Harmonic’s Reddit ad using one text exchange is a masterclass in simplicity:

Why It Works

You don’t need to be an investor to feel the pain of missing out on a deal—everyone has experienced missing out on something due to a lack of timely notifications or reminders.

The simplicity in the text messages is what makes it effective: no unnecessary details, just the worst case scenario framed in the most direct way possible.

By the time you’ve read the interaction, the solution—Harmonic—feels like a no-brainer. 

Another strength of this ad is its passive recall. Even if someone isn’t fully paying attention while scrolling, the familiar visual of a text message exchange sticks. 

How to Apply This Concept

This ad works because it plays on urgency, familiarity, and a worst-case scenario. You can do the same by creating a simple mock conversation that highlights a pain point your product solves.

A quick text exchange is easy to design using tools like Figma, Canva, or AI-generated chat screenshots.

This approach works across industries, not just for SaaS. Even physical products can benefit from it. A vacuum cleaner brand, for example, could showcase a conversation like:

Mock up your own worst-case scenario, keep it concise, and make your product the obvious solution.

And that's all for today. But if you want some more ad inspiration, make sure to study today's sponsor:

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This ad for the Syncify Sketchtab Duo Pro is styled almost like it’s UGC (though it probably isn’t truly user-generated).

The first line establishes the product without outright promoting it yet: “we got this sketchbook that can sync whatever you draw on paper to your phone!?” 

8 seconds in, and it still hasn’t definitively said anything positive about the product, instead declaring: “this could be some sort of witchcraft or, a complete scam”.

Finally, after 24 seconds, it just shows off features:

Why it works

The beginning of this ad is filled with skepticism, as if this video might end with the product being exposed as a failure. This tension of “is it good, or bad??” helps keep users watching without immediately skipping.

Only once users have seen the product in action does it transition into a more typical promotion that’s clearly sponsored.

How to use this

Consider making similar UGC styled content where your influencer is not immediately impressed with your product, taking that chance to sneak in claims at arm’s length of “apparently this product does ___”. That curiosity will buy you enough time to actually show it working to your captive audience.

And that's all for today. But if you want some more ad inspiration, make sure to study today's sponsors:

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This Reddit ad for Upwork uses the popular Doge meme to highlight how easy it is to hire using their platform: 

Why it works: 

Hiring can be a stressful process, but this ad lightens up the mood with a popular meme.

You don’t even need to be familiar with this meme format for it to be effective – everyone will understand that you want to be the doggo on the right!

How to apply this concept:

Memes are quick and easy to make, and rarely require adding any of your own assets (if for some reason you don’t have any great visuals). There are endless meme formats you can scroll through to find inspiration – just make sure to check if the one you want to use is copyrighted or in the public domain. The original Doge image is copyrighted, but the above illustration that Upwork uses is freely available, even for commercial uses.

Note that Upwork is able to effectively use this Doge meme even though they’re a hiring platform – they don’t need to be a “relevant” business like a dog grooming salon or pet treats business in order to make it work. Just try to aim for something where the format is clear, not something that requires people to have watched a certain show or movie to get the context.

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Dyson’s ad for the WashG1 vacuum mop makes a “clean” statement, here’s the creative:

Why it works: 

Instead of drowning its audience with features, the ad uses a single, striking image to highlight its competition’s flaws. 

The visual progression—from a mop and bucket to the WashG1—is clear and effective, and its key strength lies in its "show, don't tell" approach. 

How to Apply This Concept:

• Tech Gadgets: A side-by-side comparison of a camera’s quality versus competitors, with obvious differences (e.g., blurry phone photo vs. crystal-clear portrait).

• Skincare Products: Compare two people’s outstretched arms, one with a competitor’s moisturizer leaving a greasy residue versus the invisible, matte finish from your product.

• B2B Email tool: Show a screenshot of someone with inbox zero using your AI inbox organizer next to a “999,999 unread emails” notification.

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This video ad for an LED pen delivers a whole storyline in 8 seconds.

First, a spicy text hook on top of a video where someone uses the actual product to write a different message:

Then a quick shot with the finished message “GET NAKED PLS” (and a full view of the product):

And finally, a tragic Act 3 from the perspective of the “boyfriend”:

Why it works:

This creative ad grabs attention immediately, keeps people watching with a funny setup, and ends with an unexpected twist.

The whole thing happens in 8 seconds and doesn’t overstay its welcome. 

It could have been a boring talking head where someone rambles about discovering a cool new LED pen, but then we wouldn’t have been talking about it in our weekly newsletter.

How to use this:

It might seem like this ad format only works if you’re selling a pen, but you can still make something similar no matter what you’re selling. Remember, the real hook is in the regular line of typed text that appears before anything is actually written in LED. You can write a setup for just about any kind of visual.

Note that the girlfriend and boyfriend characters never talk about the LED pen’s features and benefits, there’s nothing about pricing or shipping, or anything else – the ad focuses on entertaining you, knowing that showcasing the pen’s usage will be enough to get clicks.

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The ad we’re studying today is for a butthole hydrating serum by Asset (get it?):

Why It Works:

The visual is just plain hilarious and comparing the charred vs delicious donuts gets the point across well without breaking any Terms of Service.

The list of benefits at the bottom make sure there’s at least a little info to go on for anyone who’s never even considered why they would need such a serum.

How to Apply This Concept:

Even if you aren’t selling something that’s hard to show, you might still benefit from a similar visual analogy (compared to a more straightforward image).

For example, say you’re selling a hair care product that works for many hair types, but are having difficulty picking a specific hair model. Instead of picking a specific color/texture of real human hair (and just hoping that your ad creative somehow magically matches all the different types of your audience’s hair), you can try using something like cotton candy or a ball of steel wool to represent “bad hair” in a more widely-relatable way.

And that's all for today. But if you want some more ad inspiration, make sure to study today's sponsor:

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Sometimes, less is more—especially when you’re marketing a household name. 

Why It Works

GEICO assumes anyone seeing this ad already knows who they are, so they can just focus on a single benefit (24/7 claims service) without over-explaining.

The conversational tone, clean design, and use of a smiley face make the brand feel approachable while reinforcing familiarity.

How to Apply This Concept

This strategy is obviously more accessible to giant household names, but with the magic of retargeting, just about any company can make something with this basic concept. Consider:

• If you’re an unknown brand that’s selling a straightforward product, you can focus on your one USP instead of trying to sell the entire solution.

• If you’re retargeting shoppers who abandoned their carts before purchasing, you can just cut to the chase without having to reintroduce your entire company from scratch.

• If you’re promoting a relatively unique product, don’t feel the need to explain everything there is to know – focus on just the most critical information that speaks to their pain point and let your landing page handle all the other details.

And that's all for today. But if you want some more ad inspiration, make sure to study today's sponsor:

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Have you seen an ad you think we should cover? Reply to this email with details and if we use it, we'll buy you a coffee. 

Feel free to also nominate your own work—we'll give a shout out to you/your agency in our future emails!

Thanks for reading! Let us know your feedback by clicking a rating below and replying to this email — we'll read every word. See you next week!

This LinkedIn ad is from Clay, a company we’ve never heard of. But we definitely recognize their customer Anthropic, one of OpenAI’s closest competitors. 

See how Clay piggybacks off Anthropic’s better name recognition with this ad:

Why It Works:

Clay’s ad describes itself in the third person, creating the impression that this is just a regular article.

On a first quick glance, this could have been written by Anthropic themselves sharing some behind-the-scenes info, or a third person dissection of Anthropic from the outside.

Even if it wasn’t necessarily designed to be “sneaky”, it’s still definitely more effective than just writing in the first person (“Case Study: How we helped Anthropic…”).

How to Apply This Concept:

• SaaS companies can craft ads that speak about their tools in the third person, showcasing a proven track record through the lens of successful clients and positioning the product as an external authority.

• B2B platforms can create case studies where their solutions are framed as transformative heroes, particularly in industries with complex workflows or jargon-heavy processes.

• Automation tools could use playful, visual representations of technical processes, showing how their products reduce inefficiencies or eliminate repetitive tasks.

And that's all for today. But if you want some more ad inspiration, make sure to study today's sponsor:

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Have you seen an ad you think we should cover? Reply to this email with details and if we use it, we'll buy you a coffee. 

Feel free to also nominate your own work—we'll give a shout out to you/your agency in our future emails!

This is an ad for CeraVe’s Hydrating Sunscreen. We found this on Behance which was posted by Flores Barrantes, Juan Luis Fernández Toledo, Racheliz Medina, and Lynette Cintron. 

As of sending this, we can’t confirm if this ad actually went out for publication or if it’s spec work. Either way, we think this ad is a genius concept, check it out: 

Why it works

This ad is both funny and relatable, tapping into a universal childhood memory: being slathered with thick, sticky sunscreen. By evoking that experience, it perfectly sets the stage for their solution—a sunscreen that’s gentle, effective, and leaves no visible residue.

The tagline “Your parents didn’t have options. You do.” paired with this image of a sad child with white cast all over their face is their way of saying that they have 0% white cast without having to be so overt about it (though they do say it in small font at the bottom). 

Check out this other example from the same campaign:

How to apply this concept

This ad goes back in time to highlight what didn’t exist before their product. Think of what people had to do before your product (or even your industry) existed and see what images that conjures up. 

Feel free to go further back than is absolutely necessary – this CeraVe ad could have tried to compare to lesser sunscreens of just a few years ago, but the more exaggerated approach can drive the point home in a much more memorable way.

For example:

• An online bookkeeping platform could show a frustrated businessperson with piles of paper receipts or even an old-timey mechanical cash register complete with sepia filter.

• A modern razor ad might show a scared young man with shaving cream on their face, holding a single-bladed razor to their neck for the first time – promoting a modern 5-bladed cartridge razor with 2 gel strips.

• Imagine an ad for last issue’s Xbox PC Game Pass featuring a photo of people lining up outside a big box retailer to buy a physical game cartridge.

And that's all for today. But if you want some more ad inspiration, make sure to study today's sponsors:

Run world-class influencer marketing campaigns that drive real results

Influencer marketing campaigns have a lot of moving parts, and at Ubiquitous we run them like a well-oiled machine. With a dedicated team of experts, we run full-service campaigns. Trusted by the best brands. We handle it all—you just grow.

Talk to an expert

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Have you seen an ad you think we should cover? Reply to this email with details and if we use it, we'll buy you a coffee. 

Feel free to also nominate your own work—we'll give a shout out to you/your agency in our future emails!

Thanks for reading! Let us know your feedback by clicking a rating below and replying to this email — we'll read every word. See you next week!

Quick Announcement: Growth Catalyst Club is under new authorship! We have a brand-new format starting today, and have more upgrades coming soon. Let us know your feedback by replying to this email.

For more from the previous writer, check out their guide to growing a newsletter below (Having just taken over this newsletter, we'll definitely be studying every word!):

And now for today's issue...

The ad we’re studying today is an interesting “warning message” promoting Xbox’s PC Game Pass.

PC Game Pass is a subscription service offering unlimited access to a library of PC games that you can download at will.

This ad is on Reddit, so instead of fancy graphics, they’ve made the ad creative look like a native post that a real user could have made.

Why it works

The point isn’t necessarily to fool people into thinking that this is UGC – the last line makes it obvious that this isn’t a real notification, just something mocked up for the ad. But it does stop users from having “ad blindness” and skipping right past it without looking.

This format also does a great job of highlighting one of the main benefits of Game Pass – saving on space – without having to state it as explicit ad copy.

It’s easy to imagine how this ad might be ignored within a fraction of a second if it used more typical ad copy as the title, like “Save space with Xbox’s PC Game Pass now!”

How to apply this concept

If you’re promoting some kind of digital product or service, try to think backwards from the “error” state someone might encounter when NOT using your product – what’s the equivalent of a Low Disk Space notification for your target market?

For example, imagine mocking up a “No matches found” notification for a dating app.

Even if you’re not selling something digital, you can still think in terms of failure states without an actual notification:

Say you’re promoting a meal delivery service. The natural instinct might be to show images of the food, trying to make it look as appetizing as possible. But it might be worth starting with an image of an empty fridge instead.

And that's all for today's ad. But if you want some more inspiration, make sure to study today's sponsor:

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