How to Create "Negative Ads"? 3 Examples That Work.

Welcome back to another edition of AdCollection 👋, your weekly go-to newsletter that helps your ads convert. This week, we're all about being negative 😒. 

Wait - before you unleash all the Dementors 🦇 we mean to discuss how effective negative marketing ad creative copies can be 🫣. Check out these examples and see for yourself!

Dr Squash

This ad from Dr Squash starts with a WARNING ⚠️"Avoid this product."⚠️

But you know, when we see a big red shining button, we just HAVE to press it once👇and find out what happens… Why? Well, this cognitive bias is called the Forbidden Fruit Effect 😏. But really, it just means we humans are impulsive, rebellious and curious creatures👺. 

The rest of the ad is funny and presents all the reasons you need to buy in such a memorable way. So, nothing negative like the juicy complaints we had anticipated, but this is better.

Want to try something new and don't mind making fun of yourself? Try throwing in a negative-sound hook; it may just lead to a lot of positive engagement! 

The Pod Company

Admit it: this ad from The Pod Company is UGLY! But because it's ugly, it works! Because it stands out from a sea of polished, sleek ads that sell similar products. People are yawning at the usual backdrop of ice baths set against palm trees🌴, perfectly manicured gardens and sun-kissed, happy people. 🙄

But remember: using ugly ads can be risky - when done poorly, they can backfire and turn people off. 

This ad from The Pod Company has played its cards right by retargeting warm/hot leads. Instead of sending those boring "You still have an item in your shopping cart" emails, they re-engage with an ugly ad!  Would it work as the first point of contact? Probably not! 

De Lune

This bold ad from De Lune is purposefully painful 😩. By challenging some of the negative beliefs and symptoms associated with menstrual and hormonal discomfort and replacing them with 3 powerfully positive affirmations, the ad hits the target audience where it hurts and offers promises of transformational results. 

On top of that, this ad has done a fantastic job with segmenting: it attracts women currently suffering from these symptoms and sentiments to click on the ad and teaches the algorithm to continue looking for people in a similar demographic or with similar problems.

How do you create powerful ads that convert?

1. Map out the different messages that target 🎯 your users' awareness and concerns at each funnel. 

2. Get creative and start writing your copy 🖊️

3. Experiment and test what works 🤔, and then double down on the winning formula 

Want to create some smashing performance creative ads? Don’t hesitate to book a call with us!