15 Winning Copywriting Ads You Need to See in 2025

We've all been there. Scrolling through endless ads that blend into one another leaves you completely indifferent. But amidst the noise, a few gems grab your attention and make you think, "Wow, that's clever!" These aren't just accidents; they're the product of strategic and compelling copywriting for ads.

Let's explore what makes ad copy stand out and some winning examples to inspire you for 2025.

Introduction to Copywriting for Ads

Copywriting for ads is a distinct form of writing beyond simply describing a product or service. It's about crafting persuasive messages that resonate with your target audience on an emotional level, ultimately driving them to take action. Think of it as the art of subtle persuasion.

You're not just conveying information; you're weaving a narrative that captures attention, evokes emotions, and compels the reader to learn more.

Analyzing Timeless Ad Copy Examples and Their Success

"Nobody counts the number of ads you run; they just remember the impression you make," Rosser Reeves once said. This quote perfectly highlights the importance of crafting great ad copy. But what makes ad copy genuinely memorable and effective?

Let's delve into some good copywriting examples and analyze why they stood the test of time.

Out-of-Home Mastery: OkCupid and Lexus

Sometimes, simplicity speaks volumes. Take OkCupid, for instance. Their witty out-of-home campaigns feature bold, concise copy on brightly colored backgrounds. One example? "DTF? (Down to fall head over heels.)" This playful twist on a common acronym instantly grabs attention and sparks curiosity.

They effectively leverage humor and modern slang to resonate with their target audience.

On the other end of the spectrum, we have Lexus. This luxury car brand often opts for a more refined approach. Their billboards typically showcase stunning visuals of their vehicles alongside a powerful tagline, like "Experience Amazing." The combination of aspirational imagery and a concise, impactful message effectively conveys the brand's luxury and sophistication.

What can we learn from these examples of ad copy?

Whether you're using humor or sophistication, clarity and conciseness are paramount. These brands understand their target audiences and tailor their messages accordingly, demonstrating that compelling ad copy transcends mere words on a page.

2.KFC - FCK (2018)

The campaign quickly became a huge success, leading to over 900 articles and 8.6 million Twitter impressions within three days. The print ad spread rapidly on social media and was picked up by several news outlets. Both customers and the media applauded the campaign for its creativity and humor, viewing it as a fresh take on crisis management. This serves as a textbook example of effective content seeding.

But what made the FCK campaign so successful? For one, it was expertly crafted. The ad’s tagline, “We’re sorry,” was intentionally written in a smaller font to highlight the apology. The campaign's mix of humor and sincerity struck a chord with customers, turning it into a viral hit.

It generated over 1.2 million social media mentions within the first 48 hours, with 90% of the feedback being positive.

3. Oatly - 2019

These days, people are making milk out of almost anything—peas, beans, coconuts, cashews, you name it. This has led to a flooded plant-based milk market, something Oatly was well aware of for nearly two decades. But everything changed with their 2019 rebrand.

Critics might call Oatly's latest ads annoying or distasteful, but the massive boost in sales tells a different story. Whether you love it or hate it, Oatly's bold, self-deprecating, and playful tone has propelled it to the top of the alternative milk industry.

Every time I see one of their ads, I can't help but admire the copywriters behind the ads.

4. British Airways

British Airways' "Look Up" campaign was a highly innovative advertising effort in London's Piccadilly Circus.

This campaign featured interactive digital billboards featuring a young boy pointing up at the sky. What made this billboard unique was its real-time flight-tracking technology. As British Airways flights passed overhead, the billboard would dynamically update to show the flight number and its origin, directly corresponding to the plane in the sky.

The campaign aimed to highlight British Airways' extensive flight paths, making the experience more engaging for onlookers. It was a creative way to encourage people to "look up" and connect with the brand’s global reach while showcasing the airline's technological capabilities.

Ogilvy Group UK developed the campaign, which quickly became iconic due to its innovative use of technology and its ability to captivate a busy urban audience.

5. Proper Chips - Done Properly (2021)

The trippy video ad for Proper Chips’ lentil chips is a visual feast that takes viewers on a whimsical journey. The ad, titled "Done Properly," was developed by the creative agency Above+Beyond and features a flying cowboy named Alan, guiding us through the intricate production process of a lentil chip.

The 60-second spot is a blend of surreal elements like chip architects, a surfing cowboy, and a psychedelic lizard, all brought to life through stunning stop-motion animation.

The ad's laid-back, dreamy voiceover and playful visuals create an immersive experience, making it not just a product ad but an adventure into the brand’s ethos. Directed by Jack Brown, known for his work on The Weeknd’s "Save Your Tears" video, the ad successfully conveys the passion and care Proper Chips puts into their product, making it entertaining and persuasive.

This creative storytelling approach makes the product tempting and memorable, ensuring it stands out in a crowded market.

6. The Economist (1988)

The Economist has long been known for its sharp, witty advertising, a tradition that began in 1988 when David Abbott, co-founder of Abbott Mead Vickers BBDO, took charge of their ad campaign.

Abbott's strategy was simple yet effective: capture the magazine's essence with an intelligent, concise, and often snarky copy. This approach resonated deeply with its target audience, making them feel more thoughtful and more sophisticated just by engaging with the ads.

One of the most famous campaigns, dubbed "White out of Red," featured minimalistic posters that cleverly communicated the idea that reading The Economist would give you an intellectual edge. Abbott's ads often relied on humor, irony, and a touch of self-deprecation, making them memorable and instantly recognizable.

Even today, these ads are studied as examples of how effective and enduring great copywriting can be.

7. Iceland and Greenpeace - Rang Tan (2018)

The Rang-Tan campaign by Iceland and Greenpeace, launched in 2018, became significant in advertising, blending emotional storytelling with environmental advocacy.

The animated video tells the heart-wrenching story of a young orangutan displaced by deforestation due to palm oil production. Iceland intended to use this as their Christmas advert to highlight their commitment to removing palm oil from their products by the end of 2018.

However, the ad was banned from television in the UK because it was deemed too political, being originally produced by Greenpeace. Ironically, this ban sparked a massive viral movement online.

The advert quickly gained traction on social media, with hashtags like #NoPalmOilChristmas trending as people rallied behind the cause. The campaign was further propelled by celebrities and online communities who shared and discussed the ad, amplifying its reach beyond what traditional TV advertising could achieve.

Ultimately, the Rang-Tan campaign not only raised awareness about palm oil's environmental impact but also showed the power of digital and social media in mobilizing public sentiment and challenging corporate practices.

8. Spotify

The ads called out specific, often amusing, behaviors of individual users—like someone playing Justin Bieber's "Sorry" 42 times on Valentine’s Day or another listener who streamed the "Hamilton" soundtrack thousands of times in the Theater District. Rather than being invasive, these ads were celebrated for their wit and relatability.

The campaign's success lay in how it made people smile, turning their private listening quirks into a shared joke and, in doing so, creating a sense of community among Spotify users.

It showcased the brand's personality—fun, cheeky, and in tune with its audience—making people laugh and connect with Spotify.

This innovative approach to advertising helped solidify Spotify's brand identity and earned the campaign widespread acclaim for its creativity and effective use of data.

9. Meatless Farm

The Meatless Farm campaign cleverly used humor to grab attention with its bold and cheeky ad that reads, "Now That's a M...F... Burger!"

At first glance, it might seem like the ad is pushing the boundaries of acceptable language, but the joke is revealed when you realize that "M...F..." actually stands for "Meatless Farm." This playful twist not only makes the ad memorable but also reinforces the brand name in a witty way.

The ad taps into the growing trend of plant-based diets while maintaining a light-hearted, approachable vibe that appeals to a broad audience. It’s a great example of how humor can be used effectively in advertising to create a lasting impression, all while promoting a product that's part of a significant food movement.

By pairing this clever copy with the image of an older woman delighting in a plant-based burger, the ad also challenges stereotypes, suggesting that plant-based eating is for everyone, not just younger, health-conscious consumers.

10. Lexus

The Lexus ad titled "Hey, white Evoque, it’s never too late to cross over" is a clever piece of marketing aimed at poking fun at the competition, explicitly targeting the Range Rover Evoque.

The ad suggests that even competing brand drivers might want to consider "crossing over" to Lexus, implying a superior experience with Lexus vehicles. This approach uses humor and a bit of rivalry to engage potential customers and differentiate Lexus from its competitors.

The ad's underlying message is transformation and upgrades, inviting those who may already be satisfied with their current choice to explore something potentially better.

This playful challenge to the competition is a common tactic in advertising, often used to create a memorable and persuasive appeal.

11. “Tunnel” by Demner, Merlicek & Bergmann for Oldtimer Restaurants

The "All You Can Eat Rest Stop" advertisement by Oldtimer, a chain of Austrian restaurants, is an iconic and highly creative billboard campaign that cleverly uses its environment to draw attention.

This ad is ingeniously placed at the tunnel entrance, creating the illusion that drivers are about to drive into a giant mouth.

The message, "All You Can Eat Rest Stop," directly ties into the visual, making it appear that the road leads to a place where you can completely satisfy your hunger.

12.“Look at Me” by WCRS for Women’s Aid

The "Look at Me" campaign is a powerful and innovative PSA developed by WCRS in collaboration with Women's Aid and Ocean Outdoor to raise awareness about domestic violence.

Launched in 2015, it uses a unique approach to engage the public and deliver its message effectively. It was displayed on a digital billboard in London’s Canary Wharf and featured the bruised and battered face of a woman along with the phrase “LOOK AT ME.” The billboard had facial recognition technology that tracked when passersby stopped to look at the ad.

As more people stared at the image, the woman's injuries visibly healed on the screen, demonstrating the impact of attention and awareness on the issue of domestic violence.

This transformation is a symbolic representation of how acknowledging and addressing domestic violence can help in healing and stopping the cycle of abuse.

The message is further emphasized by the text that appears once the woman's face begins to heal: "Don’t turn a blind eye." This call to action reminds viewers of their role in recognizing and addressing domestic violence, making it clear that ignorance and inaction can perpetuate the problem.

13. Trust in your hands

The "Trust In Your Hands" campaign by Y&R Chicago for Craftsman Tools focused on the reliability and durability of Craftsman products, positioning them as tools you can depend on.

The tagline "Trust. In Your Hands." emphasizes the confidence in using high-quality tools, making the user feel in control and capable of tackling any project.

The campaign featured billboards and print ads that cleverly used the space and visuals to reinforce the message of trust and craftsmanship. One standout execution included a billboard that appeared to extend the structure itself, integrating the surroundings into the ad.

This creative use of space made the campaign memorable and aligned with the brand's promise of reliability.

14. “You Made It” by Tony Godzik for The Detroiter Travel Center

The "You Made It" billboard by Tony Godzik for The Detroiter Travel Center is a creative and highly relatable advertisement that cleverly uses humor to connect with drivers.

This billboard is part of a series of signs designed to reassure travelers that relief is near as they approach a rest stop. The design is simple yet effective, using the universal restroom symbol to depict a person in urgent need, which resonates with anyone who has been on a long drive.

This type of relatable, straightforward design makes the ad memorable and effective.

The billboard's success lies in its ability to tap into a common human experience—urgency and relief during long travels—making it eye-catching and emotionally impactful.​

15. “When You Don’t Know Where to Turn” by Cactus for the Colorado Department of Human Services

Revolutionary Campaigns That Changed the Game

It's fascinating how some revolutionary campaigns have entirely transformed the advertising landscape. These groundbreaking campaigns weren't just about selling a product; they were about captivating audiences with creativity, innovation, and a finger on the pulse of cultural shifts.

One prime example is Nike's "Just Do It" campaign, launched in 1988. This simple yet powerful tagline resonated with athletes and non-athletes alike, transcending cultural barriers and solidifying Nike's position as a global icon.

What started as a motivational message quickly evolved into a philosophy, empowering individuals to relentlessly embrace challenges and pursue their dreams.

Tips and Tricks from Industry Experts

You want to create captivating content, right? Content that doesn't just get lost in the internet abyss. Let's face it: we've all been there. You pour your heart into a blog post, hit publish, and… crickets.

Well, I'm here to share some insider secrets to help you elevate your content game. Consider these your cheat codes to stand out in a crowded digital landscape.

Crafting Copy That Converts: Essential Techniques

Creating compelling content involves more than just stringing words together. It's about crafting creative copy that resonates with your target audience and drives conversions. One often overlooked aspect of this is incorporating social proof. Think about it: when considering a new product, do you just take the company's word for it?

Or do you seek out reviews and testimonials from other customers?

It's the latter, right?

You're not alone. A staggering "76.8% of landing pages did not have social proof, which hurt their conversion rate." That's a missed opportunity to build trust and credibility.

By incorporating elements like testimonials, case studies, and trust badges, you can significantly enhance the effectiveness of your copy.

Form Copywriting Examples That Tell a Story

People love stories. It's in our nature. Stories help us relate to one another, spark emotions, and, above all, make us feel something. That's why storytelling in marketing and advertising is so effective.

When you think of copywriting examples of ads that have made an impact, those ads tell a story. Think about it. What makes certain brands and campaigns stand out from the rest? What makes you remember a particular advertisement years later?

The ad had a good story to tell.

Video Advert Magic: Creating Compelling Narratives

Want to know a secret for boosting engagement and driving traffic to your content? It's simpler than you think: video. In the digital age, video content is king, and for a good reason. Wouldn't you rather watch a dynamic, engaging video than read a wall of text? I know I would! And I'm not alone.

But more than creating any old video is required.

You must craft compelling narratives within your video adverts to captivate your audience and make a lasting impression.

Strengthening Campaign Results Through Iteration and Feedback

It's surprisingly common for marketers to pour their energy into crafting the 'perfect' campaign only to pay attention to one crucial aspect: continuous improvement. You see, the beauty of digital marketing lies in its iterative nature. Instead of viewing campaigns as static entities, consider them as ever-evolving projects capable of generating increasingly impactful results over time. This dynamic approach forms the bridge between initial campaign performance and achieving genuinely exceptional outcomes.

A study from Mirasee revealed some telling insights about traffic generation tactics. While influencer outreach and paid traffic are considered the most effective, 8% and 12% of marketers utilize these strategies. This data suggests a hesitancy to invest in potentially powerful avenues for reaching target audiences.

However, by embracing an iterative mindset, marketers can unlock the true potential of these underutilized methods.

Common Mistakes in Ad Copywriting & How to Avoid Them

You can only expect stellar results with compelling ad copy, even with a great product. It grabs the reader's attention and compels them to learn more. However, crafting effective copy is more challenging than it seems.

Let's explore some common mistakes that can sabotage your efforts and how to avoid them.

Keep it Simple

This is arguably the golden rule of ad copywriting. People are bombarded with information daily, so it's crucial to communicate your message clearly and concisely. Avoid overly complex language; you want to avoid alienating your audience. Remember, clarity over complexity always wins.

Similarly, keep your sentences short and impactful. Long, winding sentences can be challenging to follow and lead to reader fatigue. Aim for a rhythm that keeps the reader engaged without overwhelming them.

Break it Down

Just as you would with long sentences, break down lengthy paragraphs. Dense blocks of text could be more appealing and encourage readers to invest their time.

Did you know that paragraphs longer than 90 words are too long?

Instead, opt for shorter paragraphs to improve readability and make your content more digestible.

Understanding Your Audience: The Key to Relevant Copy

Before putting pen to paper or fingers to keyboard, ask yourself this: Who are you writing this for? It might seem obvious, but you'd be surprised how often businesses miss the mark. You need to understand your audience—their needs, desires, and pain points.

Crafting relevant copy that resonates and converts hinges on speaking directly to your ideal customer. It's about getting into their heads and understanding what makes them tick.

Think of it this way – you wouldn't use technical jargon with someone unfamiliar with the subject, would you? The same principle applies to your copy. It needs to be tailored to your specific audience.

Consider this: 67% of people visit a brand's website to learn more. This tells us that your website copy needs to be informative and engaging.

It's your chance to make a first impression and provide value to potential customers actively seeking information about your brand.

SEO Considerations for Digital Ad Copywriting

You've crafted compelling ad copy, but is it optimized for search engines?

The right keywords can significantly impact your ad's visibility and reach. Research indicates that headings incorporating "Guide" attracted three times the organic traffic. This highlights how crucial strategic keyword integration is for any content aiming for online visibility.

Think of it this way: your ad copy is lost in digital noise without relevant keywords. This absence translates to missed opportunities for connecting with your target audience. By strategically weaving in relevant keywords, like "advertising copywriting," you can improve your ad's chances of appearing in relevant searches.

This ensures that your carefully crafted message reaches the right eye at the right time.

Frequently Asked Questions About Copywriting for Ads

"Where are all of the ads?" I often see this question popping up on r/copywriting. And it's true; sometimes it feels like ads are everywhere, and other times it feels like they've vanished. However, one thing is sure: a poorly written ad will be ignored whether users see it on Facebook, Instagram, or any other platform.

Let's tackle another question that often pops up on r/FacebookAds: "Facebook ads fail because of copywriting?" The answer is more complex. While stellar copywriting can significantly increase your chances of success, there's no magic formula.

An ad's performance depends on various factors, including targeting, campaign objectives, and the overall quality of your offer.

Wrapping Up: The Future of Ad Copywriting

The advertising landscape is constantly evolving. To stay ahead, copywriters must adapt to the latest technological advancements and anticipate shifts in consumer behavior. Here's a glimpse into what the future holds for ad copywriting:

• AI-Powered Assistance: AI tools are already helping copywriters with tasks like generating copy variations, optimizing headlines for better click-through rates, and even personalizing messages for specific demographics. Expect this trend to accelerate, offering copywriters more sophisticated and efficient ways to enhance their craft.
• The Power of Storytelling: Even with all the technological advancements, the fundamentals of good storytelling will always be relevant in ad copywriting. Connecting with audiences on an emotional level through compelling narratives is a timeless technique that transcends technological boundaries.
• Data-Driven Creativity: Data analysis provides invaluable insights into consumer preferences and trends. This allows copywriters to tailor their messaging to specific target audiences, leading to more effective and impactful campaigns.
• Emphasis on Authenticity: Consumers are increasingly drawn to genuine and relatable brands. Copywriters who can craft authentic and transparent messages will be well-positioned to connect with audiences seeking genuine connections.

Conclusion

As we’ve seen through these remarkable examples, excellent ad copy is about more than just selling a product—it’s about making a connection. Whether through humor, creativity, or raw emotion, the best ads leave an impression that sticks long after the campaign ends. They understand the audience, tap into their feelings, and speak directly to their desires.

The ads that resonate with us are the ones that make us stop, think, and feel something, and that’s the magic of powerful copywriting. So, as you embark on your journey to create ads that stand out, remember: it's not just about words—it's about the experience you create. Keep pushing boundaries, experimenting with new ideas, and, most importantly, connecting with your audience on a deeper level.

Now it’s your turn to take what you’ve learned and craft something unforgettable. The future of advertising is yours to shape—so go ahead and create ads that make people feel something real.