Advertising Makes You Think

When Advertising Makes You Think: Why Bold Ideas Get People Talking

Great advertising doesn’t just tell you about a product! It makes you pause, react, and sometimes even provokes an emotional response. At its best, advertising taps into emotion, challenges assumptions, or uses clever humour to stay in your mind long after you’ve seen it. And that’s exactly why some brands become unforgettable.

The Power of Provocation: United Colors of Benetton
Few brands have stirred up conversation quite like United Colors of Benetton. Their campaigns became cultural moments, using bold imagery that pushed boundaries and sparked global discussion.

The nun and the priest kissing
This 1991 ad toyed with emotions, depicting a nun and a priest kissing and sparking outrage among religious figures. What were they advertising? Sources say Benetton’s Oliviero Toscani wanted to raise social awareness around the conflict between religion and human sentiment and did so by stirring controversy. It’s certainly memorable!

“AIDS” spelled out using passport photos
This campaign put the HIV/AIDS crisis front and centre at a time when many advertisers avoided it. Benetton put out many photos referring to the epidemic, this being one of the tamest. The imagery was often shocking, but it raised awareness and encouraged people to talk about a previously taboo topic.

Two athletes sharing the same jacket
Benetton often including interracial couples and pairings in their advertising. This simple act became a symbol of connection across race, country, and ethnicity. Amazing to think that it wasn’t so long ago that a photo like this could be seen as controversial!

Pepsi’s “Scary Halloween” Ad
Not all memorable advertising has to be serious. Pepsi famously created a Halloween ad showing a Pepsi can dressed in a Coca-Cola cape with the caption: “We wish you a scary Halloween.” An alternative tagline created by a Coke fan was “Everybody wants to be a hero.” It was cheeky, playful, and shareable, proving that poking fun at the competition is sometimes the perfect way to get people talking!

The Graphic Designer Hiring Ad
This iconic ad has been replicated and meme-ified time and time again, because it used humour to highlight a skills gap at the company. Much more fun than a Seek ad! By the way, if you need help with your design, don’t turn to Microsoft Paint… ask us!

When Weird Works: Old Spice’s Man on a Horse
In 2010, Old Spice reinvented itself with an ad that was absurd, hilarious, and impossible to ignore. “The Man Your Man Could Smell Like” featured fast cuts, surreal transitions, and of course, the iconic shot of the actor ending up on a horse. This was one of the earliest really “viral” ads in terms of the internet and social media. Anywhere you went, people would quote this ad, and you’d be hard-pressed to find someone who doesn’t remember it to this day!

Why These Ads Work
Across all these examples, provocative, humorous, or just delightfully weird, the common thread is attention. Great advertising grabs attention, makes you think, and sparks emotion, whether that be humour, curiosity, or even discomfort! The key is to make a lasting impression.

We know that whether you’re printing signage, launching a campaign, or creating visual assets, your goal is to stand out, and the best way to do that is by making people feel something. Even if you’re just tickling their funny bone. They’ll be sure to remember you!