As I scrolled through my inbox, I couldn’t help but wonder… was AI making all ads sound the same?
Scanning the latest marketing content, I noticed a troubling trend. Carefully crafted headlines, meticulously structured paragraphs, and formulaic calls to action – it all started to blend together, like white noise in a sea of sameness.
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Was this the fate of the modern advertiser, doomed to churn out generic, algorithm-approved content? Or was there a way to break free from the shackles of convention and truly captivate our audiences?
The rise of copywriting robots
The root of this problem became clear as I delved deeper. Marketers and brands, drawn to promises of “efficiency” and “data-driven optimization,” were turning to AI-powered tools to streamline content creation.
The resulting computer-generated copy, no matter how sophisticated, lacked the nuance, personality, and emotional resonance to truly engage readers. This robotic wordsmithing followed a predictable pattern, hitting “best practice” notes yet failing to connect on a deeper level.
Even seasoned human copywriters, fearful of straying from the proven path, now risked producing work that checked boxes but fell flat in captivating their audience. The output was a uniform flood of marketing materials, all blending together.
But what if we could break free from this cycle of conformity? Well, as the team at CoorDown recognized, the true impact often requires a willingness to challenge conventions and push boundaries. Their 2024 World Down Syndrome Day campaign, “Assume That I Can,” serves as a powerful example of how bold, confrontational advertising can cut through the noise and make a meaningful connection.
Rather than relying on typical inspirational messaging or feel-good platitudes, CoorDown’s video ad takes a defiant stance…
1. Pushing boundaries to break through the noise
While many brands play it safe with generic, algorithm-driven copy, some courageous marketers are finding success by taking a more confrontational approach. A prime example is the Down’s Syndrome awareness organization CoorDown and their 2024 World Down Syndrome Day campaign, “Assume That I Can.”
Rather than relying on typical inspirational messaging or feel-good platitudes, CoorDown’s video ad takes a bold, unapologetic stance. A Down syndrome actress directly calls out the limiting assumptions and unconscious biases that people often hold about those with the condition.
With a rapid-fire delivery, she rips through example after example – from bartenders denying her a margarita, to parents discouraging independent living, to teachers doubting her ability to learn Shakespeare. Each time, she defiantly flips the script, demanding that people “assume I can” instead.
The video’s provocative tone and refusal to pander struck a deep chord, quickly going viral and earning praise from major outlets like CNN. By purposefully challenging the audience’s preconceptions, CoorDown tapped into a wellspring of emotion and resonance.
Complementing the high-production video was a user-generated TikTok campaign, where individuals with Down’s syndrome shared their own stories of overcoming biases. This combination of polished creative authentic, user-driven content created a multi-faceted campaign that felt both aspirational and deeply personal.
Rather than playing it safe, CoorDown recognized that truly captivating and impactful advertising required a willingness to take risks and upend long-held assumptions. In doing so, they crafted a campaign that not only went viral but also prompted deeper reflection on societal attitudes and shifted the narrative around Down’s syndrome in a powerful way.
Key takeaways 🔑
- Confront your audience’s preconceived notions head-on, rather than relying on platitudes
- Leverage a mix of high-quality creative and authentic user-generated content
- Be bold and unapologetic in your messaging – don’t be afraid to push boundaries
- Tap into emotion and resonance by challenging societal biases and assumptions
- Craft a campaign that sparks deeper reflection and meaningful dialogue
2. Liquid Death bursts the soda bubble
In a bold and irreverent move, the canned water brand Liquid Death is taking direct aim at the soda industry and its longstanding marketing tactics. Their new campaign, “Proves Decades of Soda Marketing Is BS,” pulls no punches as it seeks to expose the empty promises and manipulative practices that have propped up the soda business for generations.
At the heart of the campaign is a series of video ads that gleefully deconstruct iconic soda commercials and branding. Rather than the usual slick, hyper-stylized visuals and catchy jingles, Liquid Death presents a raw, stripped-down parody. Their ads feature a deadpan voiceover rattling off the absurdities and contradictions inherent in soda marketing.
For example, one spot mimics a classic 90s Coca-Cola ad, complete with an upbeat soundtrack and young, attractive actors. But instead of celebrating the refreshing taste and “feeling” of Coke, the Liquid Death narrator bluntly points out how the company’s products are essentially “sugar water” that provides no actual nutritional value. Another ad takes aim at Mountain Dew’s “high-energy” image, sarcastically noting that the neon-colored soda is “packed with enough chemicals to make a chemistry set jealous.”
By deliberately subverting the visual language and messaging tropes of the soda industry, Liquid Death is able to cut through the noise and expose the fundamental falsehoods that underpin soda marketing. Their irreverent, no-nonsense approach stands in stark contrast to the slick, emotive tactics that have lured generations of consumers.
Importantly, Liquid Death backs up its confrontational ad creative with a clear, purpose-driven brand identity. As a canned water company, their core product offering is a direct rebuke to the empty calories and artificial ingredients of soda. And their punk-inspired aesthetic aligns with a brand ethos of being the “anti-soda” – rebellious, authentic, and uncompromising.
Rather than playing it safe, Liquid Death has chosen to aggressively disrupt the soda industry’s long-held monopoly on thirst-quenching marketing. By unabashedly challenging the status quo and tearing down the facade of soda branding, they’ve carved out a unique space in a crowded beverage landscape. In doing so, Liquid Death has proven that bold, confrontational advertising can be a powerful antidote to the noise and manipulation of traditional tactics.
Key takeaways 🔑
- Directly confront and subvert the visual language and messaging of your competitors
- Leverage an irreverent, no-nonsense tone to cut through the clutter of polished brand campaigns
- Align your disruptive advertising with a clear, purpose-driven brand identity and ethos
- Don’t be afraid to aggressively challenge the status quo, even in entrenched, dominant industries
- Boldly dismantle the facade of your competitors’ marketing to expose their fundamental flaws or contradictions
3. The rise of the anti-design masterpiece & F&CK advertising
Have I saved the best for last? Probably. Let’s peek into the glorious mess that is the SURREAL Cereal billboard campaign.
I have to admit – this stuff is like a breath of fresh air. It’s like someone took every rule in the graphic design playbook and ripped them to shreds. Comic Sans? Check. Clip art? You bet. Haphazardly placed images that make your eyes want to retreat into the back of your skull? Oh, it’s all here.
And you know what? I absolutely love it.
See, the genius of this campaign is that it completely abandons any semblance of traditional marketing and design principles. Forget about clean layouts, thoughtful font pairings, and color schemes that make sense. SURREAL Cereal said, “Nah, we’re gonna do the complete opposite of that – and it’s gonna work.”
And work it does. By embracing this “no-f&#ks-given” aesthetic, the brand manages to cut through the noise in a way that feels so genuine and relatable. I mean, who doesn’t get that feeling of just wanting to hibernate through the misery of January? Their self-aware, tongue-in-cheek approach strikes a chord.
And guess what, SURREAL is doubling down on this anti-design masterpiece, and I have a feeling it’s only going to get better (or worse, depending on your perspective). Because you know what happens when a campaign like this gains traction? Every other brand is going to try to replicate it.
Soon, we’ll likely be drowning in a sea of poorly designed, “ironic” marketing attempts, as brands scramble to replicate SURREAL’s success. The novelty will inevitably wear off, and we’ll find ourselves longing for the days of clean, considered branding.
But therein lies the opportunity, dear reader. SURREAL Cereal has shown us that to truly stand out, you can’t be afraid to go against the grain. To be the trailblazer, not the follower.
When the competition is busy playing catch-up, that’s when you need to keep pushing the boundaries even further. Ditch the conventional wisdom. Embrace the weird, the rebellious, the un-designed. Because that’s where the magic happens.
SURREAL has proven that innovative, disruptive ideas are what truly captivate an audience. So take a page from their playbook – be bold, break the rules, and defiantly carve out your own unique lane. Don’t wait for the trends to come to you. Be the trendsetter that the industry is rushing to emulate.
Happy (unconventional) advertising, my friends. The future belongs to the rebels.
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Holly Preston, Lead Copywriter
Holly is behind most of Inceptly's successful creatives, supporting the team with her experience and imagination, making her an invaluable asset to Inceptly.
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