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AI is here to stay, which means good taste is about to be even more of an invaluable asset.

If you want to be able to distinguish good work from derivative dribble, you’ve got to start cultivating your taste in ads. Here’s how:

Regularly watch high-quality ads. How do you find them? According to Ogilvy, good ads are:

• ☑️ Enviable (“Do I wish I had thought of it myself?”)
• ☑️ Strategic (“Does it fit the strategy to perfection?”)
• ☑️ Surprising (“Did it make me gasp?”)
• ☑️ Original (“Is it unique?”)
• ☑️ Timeless (“Could it be used for 30 years?”)

Next, you’ll want to practice active viewing. Analyze ads by asking:

• 💡 What problem does the ad solve? (Business problem + Customer behavior/belief)
• 💡 What’s the human insight? (Relatable truth)
• 💡 What’s the creative technique?
• 💡 What’s the hook? (Visual or verbal attention grabber)

Start an ad journal to organize your thoughts. Track insights and learnings across your favorite ads, using a structured template for consistency.

Advertising is an art! So, study like an artist.

Check out more from The Creative Marketer.

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Ok, got your ad journal ready?

LoveTheWorkMore is a free platform showcasing every Cannes Lions-winning ad since 1954.

It compiles the best work, organized by the highest awards they received each year.

No paywalls, no subscriptions… just iconic campaigns made accessible to everyone from interns to CMOs.

If you find a favorite, share it with the class over in The Daily Carnage Facebook group so we can discuss. ✨

IKEA Canada and Rethink just wrapped a clever late-night campaign to engage sleepless social media users.

The brand sent cheeky little “u up?” DMs on Instagram to late-night scrollers. Those who responded were offered discounts on IKEA mattresses.

“If you’re seeing this, you need a better mattress. So, we’re offering you a discount on an IKEA mattress to help you sleep better.”

Users who were down for some playful banter between 10 p.m. and 5 a.m. were even surprised with a free mattress.

The multi-channel campaign was supported by “u up?” billboards alongside promotions for a 15% discount on all mattresses.