Marketing Meetup Podcast SURREAL’s copywriter: The copywriter’s guide to brand building - John Thornton
Apr 15, 2025
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Memorable Ads That Don’t Take Themselves Seriously
- John Thornton shared his favorite ads including the John Smith's "Have it" and a gym sign saying "Tired of being fat and ugly, just be ugly."
- These ads stood out due to their humor, simplicity, and not taking themselves too seriously, which made them memorable and entertaining.
Make Ads Entertaining, Not Annoying
- Aim to entertain with marketing messages so people enjoy the content even if it's an advertisement.
- People like ads that don't feel like ads but rather like engaging content or entertainment.
Relatable, Sarcastic Brand Voice
- Surreal's tone of voice is a sarcastic, dry, and playful twist on typical cereal brand voices.
- This approach builds relatability by admitting mistakes and using honesty to connect with the workforce and audience.