(Paid Advertising)

What Constitutes Memorable Ads? [+Examples]

Ryan Chute
Ryan Chute
March 25, 2022
What Constitutes Memorable Ads? [+Examples]

I'm sure there's an advertisement out there that no matter how hard you try, you cannot erase from your mind. If I were a bettin' man, it's more than one. Now ask yourself, why have you remembered it all of this time? What about it was particularly catchy or memorable? Did it have an impact on you that was difficult to shake? Whatever the reason, memorable ads are often the ones that stand out the most. They manage to create an impression that is hard to forget, and as a result, they tend to be more successful. They might be funny, shocking, or memorable for some other reason, but what makes them truly memorable is their ability to stand out from the pack. In a world where we are constantly bombarded with advertising, it's more important than ever to create an ad that will be remembered. In this article, we'll take a look at what makes an ad memorable and share some of the most memorable ads of all time to give you just the inspiration you need.

Why Do People Remember Ads?

People remember memorable ads. Advertisers use different techniques to make their ads memorable, such as using catchy jingles and slogans or using memorable visuals. Sometimes, an ad will be memorable simply because it is funny or outrageous. But what really determines if an ad is memorable is the human brain. Our brains are hardwired to remember things that are catchy, unusual, or stand out from the crowd. That's why advertisers spend so much time and money trying to make their ads memorable. If they can create a jingle that gets stuck in our heads or come up with a memorable visual, they know we're more likely to remember their product the next time we're in the store. This can lead to increased brand awareness and even increased sales. So, if you want your brand to be successful, it's important to create memorable ads that make an impact. Need help enhancing your ad campaign? At Wizard of Ads®, we specialize in creating memorable, effective ads that will help you stand out from the competition. Contact us today to learn more!

What Makes an Ad Memorable?

Many factors make an ad memorable, but here are the most important qualities to incorporate in creating the best advertisements that will effectively stand out from the competition.

Humorous

Humorous ads are memorable because they are simply funny. People remember them because they make them laugh, and that’s why humorous ads always make their mark. When you incorporate humor into your ad, you are telling your audience that you understand them and that you are not taking things too seriously. This sets the tone for a more lighthearted, relaxed relationship between your company and your potential customers. Humor is also memorable because it stands out from the rest of the advertising noise. Most ads are very serious and try to convince people to buy something. A funny ad is a refreshing change of pace, and it’s something that people are likely to remember.

Sticky Jingle/Slogan/Tagline

When your ad has a sticky jingle, slogan, or tagline, the higher the chances it will have with sticking with your audience. Jingles are memorable because they are short, have a memorable melody, and are easy to sing along to. A great slogan can sum up what your company is all about in a few words, while a memorable tagline usually captures the essence of the product or service you're advertising. Creating a jingle, slogan, or tagline for your ads can be difficult, but it's worth taking the time to do it right. Utilize keywords that are relevant to your product or service, and make sure they are memorable and easy to remember.

Celebrity Endorsement

Celebrity Endorsement

Celebrity endorsements can help an ad stand out, and they can also make it more relatable. After all, if a celebrity uses a product, that must mean it's good, right? Having celebrities in your ad makes your product more aspirational. People want to be like celebrities, and so if they see a celebrity using your product, they'll be more likely to want to use it too. But beware — a celebrity endorsement can also backfire. If the celebrity isn't well-liked, or if their personal life is in disarray, that can reflect poorly on your product. Make sure you do your research before you commit to a celebrity endorsement!

Education-Driven

Some memorable ads tend to be those that are education-driven. In other words, they teach us something new or provide information that we can use in our lives. When people learn something new from an ad, it boosts their chances of remembering the ad because the human brain is wired to remember useful information. The trick is to offer something of value that we can take away and use. Whether it is a new perspective or just an entertaining way of conveying a message, education-driven ads can stand out from the rest. For this reason, many advertisers focus on creating ads that can teach people about a new product or service. By doing so, they not only help to educate consumers but also create a memorable advertising experience.

Unique

People naturally tend to remember things that they've never seen before. If you saw an elephant in your kitchen, you'll most likely never forget it. It's unique to your experience, which is why making your ad unique will make it ever the more memorable to your potential customers. Unique ads are powerful because they not only stand out from the rest of the competition but also create an emotional response. Whether it's awe, laughter, or simply intrigue, unique ads are those that can't be forgotten.

Examples of Memorable Ads

Examples of Memorable Ads

Now that we know what it takes to make an ad memorable, let’s go through some of the most popular advertisements that have been released to this day. Whether it's classic ads from old commercials to newer, more famous ads, we’ve got an assortment that will guarantee you an influx of inspiration.

Red Bull’s “Stratos” Jump (2012)

Red Bull’s “Stratos” Jump is certainly an ad that brings the wow factor. In October 2012, stuntman Felix Baumgartner completed a jump from the edge of space, breaking several records in the process. The jump was sponsored by Red Bull, and the resulting ad was watched by millions of people online. The jump was an incredible feat, so it’s no wonder that the ad has reached so much success. The ad has kept a home in many people's minds because the stunt was extreme and it was memorable for its death-defying nature.

Chrysler’s “Halftime In America” (2012)

Chrysler’s “Halftime In America” is another ad that is one to be remembered. The ad was aired during the Super Bowl and featured Clint Eastwood talking about how the country had faced tough times but had managed to come back stronger. The ad was very popular and was praised for its patriotic message. What makes it so memorable is for one, it featured legendary actor, Clint Eastwood, and secondly, it came at a time when the country was facing tough economic times. The ad was a feel-good moment for many viewers and served as a reminder that America is a resilient country.

Oreo's “Dunk In The Dark” (2013)

Oreo's "Dunk In The Dark" is a prime example of how you can create one of the best marketing campaigns when you take a situation and turn it into advertising gold. The ad was displayed when the 2013 SuperBowl experienced a black-out which delayed the game. The ad read, "You can still dunk in the dark. "People remember this ad because it was clever, timely, and relevant to the situation. It also had a great Call-To-Action that urged viewers to go buy Oreos. This ad showed how Oreo was able to capitalize on the unexpected situation and turn it into a marketing success. Oreo has shown that they are not afraid to take risks and this memorable ad is a perfect example of their creativity.

Sony Bravia “Colour Like No Other

Sony Bravia “Colour Like No Other”(2006)

There are a lot of memorable ads out there, but one that really stands out is Sony Bravia's "Colour Like No Other" ad from 2006. This good ad features a massive amount of colorful bouncy balls bouncing down a city street, and it's quite eye-catching. It's memorable because it's so different from the standard car or food ads that you see everywhere. Plus, the combination of the colorful bouncy balls and the pleasant, calming song provide positive stimulation that makes you feel good. This ad is a great example of how memorable ads don't necessarily have to be complicated or expensive to produce; sometimes, simplicity is key.

Sprite’s “Sun Fizz” Campaign (the 1990s)

Sprite’s Sun Fizz campaign is one of the best commercials in regard to its memorability. In the commercial, there's a mom in the kitchen about to serve up some Sun Fizz to her kids, and before she can, the Sun Fizz "mascot" pops on the screen and starts talking about the benefits of Sun Fizz. Suddenly, the family starts screaming and running out of the kitchen- terrified of the little sun-shaped mascot. The commercial is essentially a parody of the common advertising tactics and gimmicks that are used to sell products. By making fun of these tactics, Sprite can create an ad that stands out and is memorable for all the right reasons. It’s time to stop wasting your time and effort on lackluster ads that no one remembers. After reading this article, you now have the knowledge, resources, and tools you need to create legendary ads that will be remembered for a lifetime. But let’s keep it real, not everyone has the time to create memorable ads all by themselves. At Wizard of Ads®, we can help you create ads that are impossible to forget. Contact us today to learn more!

(Online)
(Offline)
(Memorable Ads)
Ryan Chute
Ryan Chute

Helping small businesses become BIG brands with a holistic marketing strategy that speaks the same language across all sales and marketing channels.

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Who does the Wizard of Ads® for Services work with?

Wizard of Ads® for Services work with healthy and growing businesses hungry to grow by multiples, like you.

You are ready, willing, and able to grow your business. You are open to change and are seeking a distinctive angle of approach to gain the time and attention of a too-busy public.

You know that lasting relationships take time, patience, and good energy to nurture and cultivate. We carefully enter into every arrangement with the intention of working with you for as long as you own your business. You prefer lasting partnerships.

You are already a solid operator. You have successfully grown your business and appreciate the impact the right brand story will have to get to the next level in your operation. You know a strong relational message takes time to gain momentum, but it’s worth the one-time short-term discomfort for the long-term gains.

Marketing cannot fix a failing business.

We accelerate what’s already happening in a business. If your business is on the rocks, marketing will only speed up the inevitable.  

You’re focused on lasting change that leads to exponential, profitable growth, not just sales at any cost. Intuitively, you know that communication that enhances every element of your customer's experience and your employee's culture is the key to your success.

Our advertising model works best for services who have a long purchase cycle and sell a more expensive product like jewelry, furniture, luxury products, and automotive.

How does the Wizard of Ads® for Services charge?

Traditional full service marketing agencies are designed to capture the greatest amount of revenue from a client, regardless of results. Every last item is billed and expensed to the client. Typical agency fees can represent a whopping 55% of the entire advertising budget. That means a $5 million dollar advertising budget, you would spend $2.75 million on agency fees.

Think of Wizard of Ads® for Services as the Anti-Agency.

Our income is not tied to your advertising budget. Our income is exclusively tied to your growth. Our goal is to maximize your advertising impact with the lowest reasonable spend. This allows you to spend only what is necessary or to put extra horsepower into aggressively growing in your market.

The genius of this model is that it perfectly aligns our motivations as true partners for exponential profitable growth without the pain of being unaffordable. Ultimately, we are confident in taking the risk of being underpaid in the first few years because we know the results always speak for themselves.

Next, we do not accept commissions, referral fees, kickbacks, or other compensation from any service providers we recommend or engage for production work. Most agencies do. This includes the 15% agency commission for media buying. This approach is considerably different from the compensation plan employed by most advertising agencies, as it eliminates any potential conflicts of interest and allows us to focus our entire attention on helping you grow your business profitably as a true partner. For example, a $500,000 annual media buy would involve a $75,000 commission that we would have removed directly from your media providers' invoices.

This is the perfect pricing model for services who sell goods with a long purchase cycle.

By tying ourselves to gross revenue, we only have one motivation. Your motivation. We have no motivation to convince you to spend more money on marketing than what is necessary, and since we are a variable expense to sales, we NEVER become too expensive to have us on your team.

In almost every case, we end up lowering the amount of money you spend. We will stay within your planned marketing budget, including your media spend, production, and our Annual Fee. Add on the fact that you get any and all commissions back for media buys and various services provided by outside providers, and you will actually save money having us on your team.

Don’t forget, we have the largest buying power in North America for media buying, meaning for every dollar you spend buying media, we only spend 27 cents on average. This stretches your reach, impact, and frequency in a way no other agency (or yourself) can achieve on your own, saving you hundreds of thousands of dollars, eventually millions, every single year.

Clients who heed our advice and embrace our Marketing Strategy quickly add $1 million in incremental revenue to their business, making your investment a smart bet and a bit of a no-brainer.  

There is no longer any guesswork, hope, or fear that our marketing strategies are going to work. If our client’s are able to abandon any limiting beliefs about marketing, deliver operational excellence, and play the long game, our marketing strategy will accelerate their profitable growth.

Wizard of Ads® for Services pricing model is based solely on the top line revenue of your company. It consists of an Upfront Fee and an Annual Fee. These fees are inclusive of scheduled travel, services, and all other expenditures as outlined in the Consulting Agreement.

The Upfront Fee covers the intensive Uncovery Process, the first year’s Media Buy, the Creative Process, and the Market Research while the Annual Fee goes toward implementation, ongoing creative and consulting, and next year's media buy. You get a team of 3.5 people, with direct access to a top tier Creative Lead and Media Buyer, and on-demand access to me as your Master Strategist. You will also have a full-time Account Manager keeping everything on track.

While the upfront does have an initial pinch, it is easy to amortize the investment over the many years we will be working together to grow your business. Wizard of Ads® retain clients for 10 years, on average. The sale of the business is the number one reason for termination. We actively terminate the bottom 1% of clients who are unwilling or unable to follow our strategies.

Wizard of Ads® for Services believes that all rewards should be directly correlated to the success of our clients. This means that the Wizard of Ads® for Services only receives a raise when the company achieves growth. For example, if your gross sales for the year have increased by 25%, the Annual Fee you pay us in the following year will also be increased by 25%. Likewise, if your gross sales decrease, our Annual Fee will decrease by the same percentage during the following year.

This is an exceptionally easy and fair way to track and reward success. This model was developed by Wizard of Ads® over 35 years ago and has served us well because it serves our clients well.

As a rule of thumb, we take the risk of working for considerably less than our actual value in the first few years as we help accelerate growth. This means you need to be willing to pay us exceptionally well when you start doing even better.

When should I engage The Wizard of Ads® for Services?

There are four key revenue stages for engagement with the Wizard of Ads® for Services.

  1. Under $3.6 million in revenue
  2. Between $3.6 and $10 million in revenue
  3. Between $10 and $20 million in revenue
  4. Over $20 million in revenue

Under $3.6 million in revenue is an investment in your brand. This will serve you well in establishing your brand story early on and help you with your name, logo, and truck wrap design. It's easier to create pictures from a story than it is to make a story based on pre-drawn pictures. You'll be glad you did. Everyone on a fast path to growth is.

Most clients start with Wizard of Ads® for Services between $3.6 and $10 million in revenue. They have often seen a natural ceiling with their leads for demand service and are looking for ways to push past the ceiling. This can only be done with a properly executed brand strategy, specifically in mass media with a sticky story.

Between $10 and $20 million in revenue, Wizard of Ads® for Services has some natural economies of scale. This is a sweet spot where Wizard of Ads® for Services can offer some added value in getting the ball rolling.

Over $20 million in revenue is actually the lowest cost point of entry as a percentage of revenue, but not the cheapest time to start with the Wizard of Ads® for Services. Leveraging all economies of scale aside, we have been left out of the upside along the way, so engaging when over $20 million in revenue means we have to mend a lot of fences damaged along the way. This is also where clients see significant savings in their media buys and production costs.

There are also three market sizes to consider.

  • Primary Markets are the top 50 cities in America.
  • Secondary Markets are the smaller cities in America.
  • Tertiary Markets are the more rural trade areas in America.

When considering an engagement with The Wizard of Ads® for Services, consider what size market you are in. For example, a $3.6 million company in a Primary Market will struggle to get the necessary reach needed to make a splash. You either have to be more patient than a larger company or spend more money to accelerate your reach.

Alternatively, a $5 million company in a Secondary Market will look like a pretty darn big fish in a medium-sized pond.

A $20 Million company in a Primary Market will feel like a $50 million company using our strategies to potential customers.

The key to remember is that the earlier you start with the Wizard of Ads® for Services, the lower the investment to get started. As they say, the best time to plant a tree was 20 years ago. The second best time is today.

Are production costs included in your fees?

Offline, the Wizard of Ads® for Services Creative Lead will create the ad copy, cast the voice actors, source the production house, direct the performance, pick the music bed, manage all the edits, and provide you with the completed ad for final approval before sending to air on your behalf. This is included in our fees.

You pay for the production house, actors, royalty-free music, and jingles directly to avoid any potential for markups, commissions, or management fees.

We have many friends in the industry that give our clients good deals due to the large volume of work we provide them. We will introduce you to them.

Online, the Wizard of Ads® for Services Digital Lead will either coordinate production in-house or work with your preferred digital vendors. The scope of work will be determined and fees will reflect the scope of work to be done.

How long before a brand-forward strategy starts working?

In approximately three months of activation, we’ll just be getting live on air. In six months (3 months on air), you’ll be getting anecdotal feedback from people that you are being heard, but there will be no direct line to revenue.

After 6 months on the air, you’ll think you made the biggest mistake of your life signing up for this branding nonsense. After 9 months on the air (12 months in) you’ll see the light at the end of the tunnel.

At 12 full months on the air, you’ll know why you did this branding thing. Two years from now, we'll be clinking champagne flutes as you wonder why you didn’t do this sooner.

How long before we’re live?

The general guideline is 70-120 days, depending on the level of production needed and if there is a name change to your business.

This includes an onsite visit, a deep dive into research, and getting things created, negotiated, approved, produced, and live on the air.

  • Uncovery - 15-30 days based on travel. 1-2 days onsite.
  • Research - 30-60 days based on the scope of work.
  • Creative and Media Buy Process - 45 to 60 days
  • Offline Production - 15 days for radio. 30 - 60 days for television.
  • Online Production (if switching) - 60 days

This means planning for roughly 90 to 120 days in the proper development and production of a completely unique Marketing Strategy before anything hits the airwaves.

Are you exclusive?

Creatively, yes. During the term of this Agreement, all Creative Partners assigned to your Account shall not engage, directly or indirectly, as an employee, officer, manager, partner, consultant, agent, owner, or in any other capacity, in any competition of the client, including any company engaged in marketing consulting.

For clarity, the Creative Partner is defined as the individual Wizard of Ads® Partners who is responsible for creating your creative strategy and ongoing creative copy. Competition is defined as companies that engage in the same industry and business units (e.g., Furniture, Automotive, etc.) as you. The market area is defined as the area where the marketing message naturally reaches through DMA or 60 miles from the city center of the client's service area(s).

Naturally, we exclude any potential future competition in markets where you are not currently active at the date of signing.

We do not limit Media Buyers in any market. Media Buyers get better deals for larger volumes, making it beneficial for the client to have the Media Buyer available to do as many buys as possible to secure the best deals on the client’s behalf.

Do you do digital marketing?

Wizard of Ads® for Services can provide a host of digital marketing solutions for services. Wizard of Ads® has specialized Partners that provide digital services that serve services effectively. Under no circumstances will digital marketing services be offered without Wizard of Ads® for Services core solution.

It is most likely that Wizard of Ads® for Services will work with your existing digital partners and suppliers. If you do not have a reliable digital provider, we would be happy to introduce you to a number of great providers that play nice with Wizards.

Do you do jingles?

Wizard of Ads® for Services can assist you in getting a jingle for your business. Like any other tactical element of a marketing strategy, we do not produce a jingle for the sake of a jingle.

If you do not have a story or a strategic reason to have a jingle...or an ad campaign to tie it to, do not waste your hard-earned money on a jingle. You are wasting your time and money.

When you do build a single unified marketing strategy that incorporates a jingle for a specific (often scientific) reason, we have a Jingle Wizard who has studied the art and science of jingle design.

He will score you an original, royalty-free jingle, including professional singers, musicians, and producers. He will not knock off a generic jingle from a publicly available music bed that sounds like everyone else's jingle.

Your jingle will serve a very specific reason and produce a very specific result. Have you guessed how much we love jingles yet?

Who owns the copyrights?

Wizard of Ads® for Services owns copyrights for two very specific reasons. We also provide a fair use clause in all contracts to ensure you are in no way limited to the access of your creative works, whether you are working with us or not.

The first reason we own your copyright is to ensure that we do not have to go up against our own creative works in other markets we serve. This means you are not allowed to lend, give, borrow, tweak, rent, lease, or sell your creative works to any other company at any time.

The second reason we own your copyright is that we can establish a one-time value for your creative works in the event that someone steals the content. Upon selling you the copyrights, you can go after the perpetrator for theft and make a considerable bounty in a slam dunk case.

Here is how Wizard of Ads® word the fair use of your copyright for as long as your business is in operation:

All writing and/or marketing materials we create for you are not works-for-hire. Wizard of Ads® for Services hereby irrevocably grants you, and your successors in interest, the non-exclusive, royalty-free, non-transferable, and worldwide right to use the Works in connection with the marketing of your business pursuant to the Marketing Strategy for so long as your business is operational.
How do I measure brand results?

There are a number of interesting ways to measure results. Some people like to get unique identifying telephone numbers, or create branded URLs that redirect to landing pages or the website. However, much of this is a waste of time and energy as it never tells the true story of the brand journey and how it affected the decision-making process.

Other indicators of brand effectiveness include tracking new customers, reactivated customers, or running a brand equity survey to get a sense of your share of mind. Digitally you will see direct search increase, which cannot be affected by anything digital, as well as branded keyword inquiries increase. You’ll, of course, need to get your digital people to add these to your campaigns if you hope to see an increase in conversions.

Wizard of Ads® for Services racks the simplest of indicators. Top line revenue. When your branding takes effect, and the company responds in kind from the phone call or form fill-on, top-line revenue will increase. Efficacy is plotted on a T12, and total lead volume from all sources is tracked.

12 things you should know before signing up.
  1. Quality relationships take time. Branding is a long-term strategy. That’s why most services do it wrong, or not at all. There is always a lag between the start of the new campaign and the time it takes your customers to connect the dots. You MUST BE READY, WILLING, AND ABLE to endure this lag period. In our experience, the lag is typically 6 to 9 months, depending on how competitive the marketplace is, your company’s reputation, your budget in relation to reach, and the eight uncontrollable environmental factors. During this time, we will be helping you implement a transition plan to ease the pain. The good news is that this lag only happens once.
  2. Decisions by Committee. We completely reject the notion of decisions by committee. We work with a single, courageous decision-maker. We welcome decision influencers, but we only look to the Owner for the final decision. All decision-makers and influencers must be involved in the Uncovery and Marketing Strategy Presentation if they want to offer input in the future. It is critical that we have a 100% fully approved plan that can be defended and championed by all leaders in the organization.  
  3. Proven Strategy. That means we are not the low-cost provider. With hundreds of service clients and a playbook of strategic devices, tools, and tactics, this isn’t a guessing game for us. We know what to do to make your goods and services appealing to potential buyers. If you can deliver the goods, we can  build the relationships. If you are uncomfortable with the idea that you are paying us less now so that you can pay us considerably more once revenues allow, please do not commit. We intend to be your true partners, in sickness and in health...so long as you own your business.
  4. Automatic Payments. Everything is on automatic payments. If you struggle with managing cash flow, figure that out in your business first. We accept all major credit cards and ACH payments.
  5. We Cause Problems. If you don’t have a capacity issue now, I promise you will in about 9 months. Let’s deal with recruitment out of the gate as part of your comprehensive marketing strategy.
  6. We Own the Copyrights. All writing and/or marketing materials we create for you are not works-for-hire. We irrevocably grant you, and your successors in interest, the non-exclusive, royalty-free, non-transferable, and worldwide right to use the Works in connection with the marketing of your business pursuant to the Marketing Strategy for so long as your business is operational.
  7. Brand Building. We will be steering you to limit the use of discounts, rebates, coupons, and sales to attract clients. We know this feels counterintuitive to many, and we will clarify our reasoning. Rest assured, we have considerable experience in creating similar offers that are not damaging to your profitability, your brand’s integrity, and your preferable long-term client relations.
  8. Creative Authority. We must have creative authority over the words. You can accept copy as written or reject it outright, but you cannot modify the words yourself. If you do not like something as written, we are happy to discuss it and make the necessary change to maintain the integrity and intention of the words chosen. Alternatively, we will scrap the concept and create new copy that you are happy to get behind 100%.
  9. Proprietary Algorithm. The media buy must be structured in a very specific way, including running a full 52-week schedule. It is based on brain chemistry, not P&Ls. Once we have committed to the buy, it’s important to avoid adjustments unless they are calculated additions.
  10. Knucklehead Factor. You should expect knuckleheads. For example, when you start running ads that are certain to get attention, you need the courage to continue running those ads, even when you receive complaints. We celebrate complaints. It means we’ve made people feel.
  11. Digital Weasels. In about three months from the time your advertising campaign hits the airways, your digital marketers will show you a marked increase in direct and organic traffic. Some Digital Marketers will mistakenly claim this success as their own. Done properly, you can continue to spend less and less on digital lead generation by increasing your branded keyword online presence.
  12. Annual Marketing Meetings. Travel permitting, we prefer to hold Annual Marketing Meetings (AMMs) outside your city. Years of experience have taught us that we get better results when decision-makers are outside their sphere of influence, away from the day-to-day distractions of the office.

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