10 Ads. 10 Ways to Think About Messaging & Copywriting.

Kushagra Oberoi
3 min readDec 31, 2023

People think about writing.

But I’m writing about thinking so I hope this helps.

Source: Author

Ad 1

Source: Google

1. Surreal hijacked celebrity endorsements.

They took famous names but not famous people.

Social proof + absurd hook + justification

Ad 2

Source: Google

2. Hit them where it hurts.

Call out their excuses.

Then inspire.

Ad 3

Source: Google

3. One man’s trash is another man’s treasure.

This headline? About trash.

Also this headline? Pure treasure.

Justify the literal meaning even if it’s unusual.

Ad 4

Source: Google

4. Tim Hortons reminds people to fall back into their routine.

It’s difficult after a holiday weekend but what helps?


What do they sell? Also coffee.

Ad 5

Source: Google

5. Hinge is not trying to sell you on the idea of a dating app.

It’s trying to sell you on the outcome of finding a life partner.

Isn’t that the whole point?

Then why say something else!?

Ad 6

Source: Google

6. People don’t always fly to get from point A to point B.

People have other reasons.

Sometimes rational.

Often irrational.

So talk about a relatable truth.

Ad 7

Source: Google

7. Tell the truth.

But once you figure out what to say…

Focus all your energy on how to say it WELL.

Ad 8

Source: Google

8. Good research goes beyond the product.

It goes towards


If your product has a unique experience, try selling that.

Ad 9

Source: Google

9. If it is interactive, engaging with it becomes obvious.

The copy that makes you think is great.

The copy that makes you do is better.

Ad 10

Source: Google

10. Point out a future problem in the present.

Then sell the YOLO dream.

Which one’s your favorite ad and tip?

Let me know in the comments!



Kushagra Oberoi

Snippets on What I learn about Copywriting & Marketing. 👀