A Story of the Ugly Ads That Went Viral

Kushagra Oberoi
2 min readJan 21, 2024

Say hello to Surreal, a fun and healthy cereal brand with a cheeky tone and a humorous voice.

What did they do?

Source: Author

They recently launched a “Lazy” campaign for January where the brand plays on relatability by indirectly saying “They couldn’t be bothered.”

Here are some ugly yet fantastic ads…

Ad 1

Source: Google

Look at the fonts. Look at the graphics.

A 10-year old playing with Photoshop could do a better job than this.

Ad 2

Source: Google

Even PPTs don’t look this ugly but here we are in 2024.

Presenting the work of a million-dollar brand.

Ad 3

Source: Google

Don’t just say you cannot be bothered this month.

Make them feel by showing your efforts (or lack thereof)

You know what’s genius about this campaign?

Contrast.

Surreal went against the norm and polarised the market.

On one side some people are motivated, inspired, and ready to start the new year right.

Whereas others are barely getting through January after the holiday season.

Surreal goes with the second vibe and no matter how non-aesthetic and uninspired it seems — it’s raw, relatable, and real.

It’s not always about what you say, but how you say it.

This campaign went viral on social media (just like Surreal’s previous one) and brought forward an important insight.

Sometimes being relatable is more important than being informative.

What do you think about this campaign?

Let me know in the comments!

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Kushagra Oberoi

Snippets on What I learn about Copywriting & Marketing. 👀