While digital advertising dominates today’s marketing landscape, Printed Advertisements continue to hold a unique and powerful place in capturing consumer attention. In a world saturated with fleeting digital impressions, the tangibility and permanence of print offer a refreshing and impactful alternative. Many iconic and effective advertising campaigns throughout history have leveraged the strengths of printed media, leaving lasting impressions and shaping brand perceptions. Let’s explore some of the best printed advertisement examples from across the decades that demonstrate the enduring power of this medium.
Classic and Concept-Driven Printed Advertisements
1. Volkswagen: Think Small
VW advert from the 1960s a VW car and a spaceship
This printed advertisement campaign from Volkswagen in the 1960s, created by Doyle Dane Bernbach (DDB), revolutionized advertising. The genius of these printed advertisements lay in their concept-driven approach and humorous tone. Instead of portraying the car as luxurious or powerful, VW embraced its small size and affordability. Slogans like “Think Small” and “Lemon” (referring to potentially flawed cars, used ironically) directly addressed consumer concerns and created a relatable brand image. The simple visuals paired with concise and witty copy made these printed advertisements incredibly effective and memorable.
2. Apple: Simplicity is Sophistication
Apple
Apple’s printed advertisements have consistently emphasized simplicity and elegance, reflecting the brand’s core values. This early printed advertisement, from Apple’s 1977 marketing brochure for the Apple II computer, is a prime example. Featuring no product image, the ad focuses on a minimalist aesthetic and impactful copy: “Simplicity is the ultimate sophistication.” Attributed to Leonardo Da Vinci, this quote served as Apple’s ethos, positioning the Apple II as the definitive personal computer. This printed advertisement cleverly conveyed the brand’s commitment to user-friendly technology and sophisticated design through its own simplicity.
Printed Advertisements Highlighting Product Features
3. Nilkamal Plastic Chairs: Strength and Stability
Print adverts: Nilkamal
Illustration can be a powerful tool in printed advertisements, as demonstrated by this creative ad for Nilkamal plastic chairs. This printed advertisement effectively communicates the strength and stability of the chairs by depicting an elephant standing on one. The detailed illustration style and vibrant colors enhance the visual appeal, while the slightly worried expression on the elephant’s face adds a touch of humor. Created by Makani brand communications agency, this printed advertisement is a testament to how visual storytelling can effectively showcase product benefits in print.
4. Wacom Bamboo: Creativity Without Boundaries
Print adverts: Wacom
To promote its Bamboo series of design tablets, Wacom utilized printed advertisements with the tagline “Creativity has no boundaries.” Art director Maria Molina created a series of illustrations showcasing design tools with imaginative and extended functionalities. These printed advertisements are characterized by bright colors, minimal text, and simple graphics, perfectly conveying the message of limitless creative possibilities offered by Wacom products. This campaign effectively used print to reach designers and artists, showcasing the product’s versatility and inspiring creative thinking.
5. Sharpie: Two Points of View
Print adverts: Sharpie
Sharpie, known for its pens, created a series of clever printed advertisements to promote a new pen with two tips. Developed by FCB Brazil, these printed advertisements used a comic book style to tell a story from “Two Points” of view, aligning with the product’s dual-tip feature. The engaging comic art style and the tagline “One story. Two Points” effectively highlighted the unique selling proposition of the pen in a visually appealing and memorable printed format.
Clever Concept and Copy-Driven Printed Advertisements
6. Penguin Books Audiobooks: Shakespeare in Your Ears
Print adverts: Penguin Books
Penguin Books effectively promoted its audiobooks through a series of brilliant printed advertisements. These ads featured illustrations of famous authors – William Shakespeare, Mark Twain, and Oscar Wilde – cleverly shaped into headphones. This visual metaphor effectively conveyed the idea of listening to these literary giants directly in your ears. Developed by McCann India, this award-winning printed advertisement campaign showcases the power of combining visual wit with a clear message to promote a product in print.
7. Schusev State Museum of Architecture: Discover the Full Story
Print adverts: Schusev State Museum of Architecture
This beautifully illustrated printed advertisement for the Schusev State Museum of Architecture in Moscow, created by Saatchi & Saatchi, highlights the depth of information available at the museum. The advertisement features an illustration of St. Basil’s Church extending beneath the ground, accompanied by the tagline “Discover the full story.” This visual representation effectively conveys the idea of uncovering hidden depths and untold stories within the museum, making it a compelling printed advertisement to attract visitors.
8. Fevikwik Instant Adhesive: Sticky Situation
Print adverts: Sticky ad
Ogilvy created a series of exceptional printed advertisements for Fevikwik Instant Adhesive, showcasing the brand’s reputation for creative advertising. This particular printed advertisement, part of a three-part series, utilizes clever monochrome illustrations to emphasize the instant and powerful bonding strength of Fevikwik. The minimalist design and impactful visuals make this a highly effective and memorable printed advertisement.
9. Marmite: Breakfast Means Breakfast
Print adverts: Marmite
Marmite, known for its polarizing taste, leverages its unique brand identity in its printed advertisements. This ad, created by Oliver’s in-house team at Unilever, plays on the divisive nature of Marmite and current events (referencing Brexit in the original context). The clever copy “Breakfast means breakfast” uses wordplay to reinforce Marmite’s association with breakfast while subtly acknowledging its strong flavor profile. This printed advertisement is a testament to how brands can effectively use humor and cultural relevance in print.
10. RBH Recruitment: Copywriter Needed
Print adverts: RBH
RBH, an agency, created a smart recruitment printed advertisement for a copywriter position. Using pictograms to spell out “Copywriter needed,” the ad cleverly highlights the importance of words in a visually driven world. The accompanying text, “The pictures people have taken over. We need a words person,” directly addresses the need for strong copywriting skills. This printed advertisement is a creative and targeted approach to attracting talented copywriters.
11. Opel Road Safety: SMS Mistype
Print adverts: type and drive
Opel, in collaboration with Gitam BBDO, created a powerful road safety printed advertisement about the dangers of texting while driving. The advertisement cleverly replicates a phone screen with a black background and white text box, displaying a garbled text message resulting from a typo while driving. This visual representation effectively conveys the message that distracted driving can lead to errors with serious consequences. The simple yet impactful design makes this a strong public service printed advertisement.
12. Feltrinelli Books: Reading Means Resisting
Prints adverts: Feltrinelli books
Feltrinelli books used a beautifully illustrated printed advertisement to promote the immersive experience of reading. The illustration depicts a person engrossed in a book, effectively shutting out the distractions of the outside world. The tagline “Reading Means Resisting” reinforces the idea that reading provides an escape and a form of resistance against the noise and distractions of modern life. Created by Tita Italian advertising agency, this printed advertisement beautifully captures the essence of reading and its power to transport us.
13. McCann Bristol: Hungry Copywriter
Print adverts: McCann Bristol
When McCann Bristol needed a copywriter, they created a minimalist yet highly effective printed advertisement. This job ad uses minimal design elements, a clever pun (“Hungry Copywriter”), and essential application information. This printed advertisement is a lesson in concise communication and effective editing, demonstrating the agency’s own copywriting prowess while attracting potential candidates.
Fast Food Printed Advertisements: Bold and Provocative
14. Burger King: Veggie Confusion
Burger King ad showing a close-up of a vegetable designed to resemble meat
Burger King’s 2022 printed advertisement campaign for its veggie options was designed to provoke double-takes. The ad features a macro close-up image that initially appears to be red meat but is revealed to be vegetables like peppers, beetroot, and radicchio. The tagline “Sorry for the confusion, meat lovers” playfully acknowledges the visual deception. This printed advertisement is a bold and attention-grabbing way to promote vegetarian options, using visual trickery to pique curiosity and engage viewers.
15. McDonald’s: Fast Food Motion
A McDonald
McDonald’s, known for its iconic advertising, created a minimalist printed advertisement that effectively conveys the concept of “fast food.” Designed by No Fixed Address agency, the ad features blurred images of iconic McDonald’s burgers, rendered as if in motion. Despite the simplicity of horizontal lines, the products are still recognizable, showcasing the power of iconic imagery. This printed advertisement ingeniously captures the speed and recognizability associated with the McDonald’s brand.
16. Burger King: Flame-Grilled Mishaps
Print adverts: Burger King
Burger King’s “Flame Grilled” printed advertisement campaign takes a humorous and self-deprecating approach. Using genuine photos of Burger King restaurants that have caught fire, the ads emphasize the brand’s commitment to flame-grilling, even with its inherent risks. This bold and unconventional printed advertisement, created by DAVID Miami, uses humor and authenticity to highlight a key product feature in a memorable way.
17. KFC: FCK Apology
Print adverts: KFC running out of chicken
When KFC experienced a chicken shortage in the UK, they responded with remarkable transparency and humor in a printed advertisement. Created by Mother London, the ad simply rearranged the KFC logo to read “FCK” with an apology for running out of chicken. This bold and honest printed advertisement went viral, demonstrating how brands can turn a crisis into a positive PR moment through humor and accountability.
Brand War Printed Advertisements: Playful Competition
18. KFC vs. Ikea: Location Banter
KFC Ikea billboard
KFC Spain engaged in playful brand banter with Ikea in a printed advertisement. When opening a new restaurant near an Ikea store, KFC mimicked Ikea’s branding – color scheme and typography – in its printed advertisements. This clever location-based marketing tactic, created by PS21 Madrid, generated buzz and showcased a lighthearted rivalry between the two brands in print.
19. Ikea vs. Apple: Cheese Grater Jibe
Print adverts: Ikea
Ikea Bulgaria cleverly responded to the online comparisons of Apple’s new Mac Pro design to a cheese grater with a witty printed advertisement. Within days of the Mac Pro unveiling, Ikea released a printed advertisement featuring its “iDealisk” cheese grater with the tagline playing on Apple’s “Pro” and the cheese grater comparisons. Created by The Smarts advertising studio, this printed advertisement is a timely and humorous example of reactive marketing in print.
20. Pepsi vs. Coca-Cola: Taste Challenge
An advert for Pepsi Max Australia that shows a Coca-Cola can with the phrase
Pepsi Australia cleverly trolled Coca-Cola in a printed advertisement campaign that highlighted Pepsi’s “Tastes Better” claim. The “Tastes Ok” campaign used the design of a Coca-Cola can to imply that, in comparison to Pepsi, Coke was merely “ok.” This printed advertisement campaign is a bold example of comparative advertising, using the competitor’s own branding against them in a visually striking print format.
Illusion-Based Printed Advertisements: Engaging the Mind
21. McDonald’s: Optical Illusion Arches
McDonald
McDonald’s created a clever optical illusion printed advertisement featuring car headlights and their reflections on a highway. Upon closer inspection, the reflections subtly form the iconic McDonald’s Golden Arches. The tagline “If you see the signs, you are probably hungry” playfully links the illusion to the brand and its message. This printed advertisement uses an engaging visual trick to create a memorable and subliminal brand association.
22. Staedtler Pencils: Buildings in Lead
Staedtler print ad showing buildings carved into pencil lead
Staedtler pencils used an incredibly detailed illusion in its printed advertisement campaign. Created by Leo Burnett Hong Kong, the ad appears to show sharpened pencils, but upon closer look, reveals intricate buildings carved into the pencil lead. This visually stunning printed advertisement effectively showcases the precision and quality associated with Staedtler pencils, using an unexpected and captivating visual.
23. Hiper Centro Corona: Kitchen Classifieds Illusion
The print ad designs
Hiper Centro Corona, a Colombian chain, advertised its kitchen offerings with a clever optical illusion printed advertisement. Designed by Felipe Salazar, the ad initially appears to be a page of classified ads but is carefully arranged to form the shape of a kitchen, complete with details like an extractor fan. This printed advertisement is a creative and visually engaging way to showcase kitchen designs in a newspaper format, using illusion to capture attention.
24. Jeep: See What You Want to See
Print adverts: See what you want to see
Jeep’s printed advertisement campaign utilized reversible images to convey the brand’s “go anywhere” message. Created by Leo Burnett France, each ad features an animal that transforms into another animal from a different part of the world when flipped upside down – a giraffe becomes a penguin, for example. The tagline “See what you want to see” reinforces the idea of Jeep’s versatility and ability to enable exploration. These printed advertisements are visually intriguing and effectively communicate the brand’s adventurous spirit.
25. Mandevu Beard Care: Flipped Perspective
An advert for Mandevu, one of the best Print adverts:
Mandevu, a beard care brand, created a series of unusual printed advertisements that used flipped facial features to grab attention. Creative Y&R agency flipped the model’s face, placing his beard on his head and his hair as his beard. This bizarre and unexpected visual immediately captures the viewer’s attention, highlighting the brand’s focus on beard hair care in a memorable and unconventional printed format.
Thought-Provoking and Socially Conscious Printed Advertisements
26. Absolut Vodka: Kiss With Pride
Print adverts: Absolut
Absolut Vodka partnered with LGBTQ charity Stonewall and BBH London to create a series of thought-provoking printed advertisements. The “Kiss With Pride” campaign featured close-up shots of same-sex kisses, highlighting the fact that homosexuality is still illegal in many countries. These powerful printed advertisements raise awareness about LGBTQ rights and promote inclusivity, aligning with Absolut’s brand values of acceptance and diversity.
27. Sea Shepherd Conservation Society: You Eat What They Eat
Print adverts: You eat what they eat
Ogilvy Germany created a hard-hitting printed advertisement campaign for the Sea Shepherd Conservation Society (SSCS) about ocean plastic pollution. The ads depict fish misshapen by plastic objects, accompanied by the tagline “You eat what they eat.” These disturbing visuals effectively convey the message that plastic pollution in the ocean directly impacts the food chain and human health. This printed advertisement is a powerful call to action for ocean conservation.
28. PNET Job Portal: A Better Job is Waiting
Print adverts: a better job is waiting
PNET, a job portal, created a printed advertisement campaign to motivate people to seek better career opportunities. Joe Public United agency used retouched photos of bored office workers with mould growing on them or spiderwebs forming, symbolizing stagnation in their current jobs. The tagline “A Better Job is Waiting” serves as a direct and motivating message to encourage job seekers to explore new possibilities.
29. Penguin Audiobooks: Save Paper
Print adverts: Save paper
Penguin Audiobooks, in a surprising move, addressed environmental concerns with a “Save paper” printed advertisement. Miami Ad School created an intricate illustration of a tree bark formed by book pages, subtly promoting audiobooks as an eco-friendly alternative to paper books. This printed advertisement cleverly positions audiobooks as a sustainable choice while maintaining a connection to the literary world.
30. Moms Demand Action: Choose One
Print adverts: Moms Demand Action
Grey Canada created a powerful printed advertisement campaign for Moms Demand Action, a gun control advocacy group. The “Choose One” campaign juxtaposes a child holding a weapon with another child holding items banned in the US for safety reasons, like Kinder Surprise eggs. The ads highlight the absurdity of stricter regulations on toys than on assault weapons in America. These printed advertisements are stark and impactful, raising awareness about gun violence and advocating for stricter gun laws.
31. J. Walter Thompson: #FTHEPAYGAP
Print adverts: the pay gap
J. Walter Thompson agency addressed the gender pay gap with a clever printed advertisement campaign. The ads use campaign messages about equal pay but block out letters to reveal aggressive and offensive phrases, highlighting the inherent sexism in the pay gap. This printed advertisement campaign is a bold and direct way to call attention to gender inequality in the workplace.
32. States United to Prevent Gun Violence: Holes
Print adverts: Holes
Grey New York created a hard-hitting printed advertisement for States United to Prevent Gun Violence. The ad depicts a bullet target superimposed on three human figures, including a baby, with the tagline “Bullets leave bigger holes than you think.” This stark and unsettling visual powerfully conveys the devastating consequences of gun violence beyond the immediate victim.
Minimalist and Elegant Printed Advertisements
33. FedEx: Human Logistics
Print adverts: FedEx
FedEx, known for its effective campaigns, created a minimalist printed advertisement that focuses on the human aspect of logistics. The ad features a FedEx package as the central element, presented in a clean and understated way. This printed advertisement, created by DDB, successfully humanizes the brand and conveys a sense of reliability and friendly service.
34. Pantone: Rain Edition
print ads: Pantone
Pantone, the authority on color, created a minimalist and visually striking printed advertisement campaign in collaboration with Giuliano Lo Re and Matteo Gallinelli. The “Rain Edition” ads showcase vibrant Pantone colors applied to rainwater puddles, emphasizing the beauty and vibrancy of color even in unexpected places. This printed advertisement is a simple yet elegant way to promote Pantone’s focus on color and visual inspiration.
35. Kit-Kat: Lockdown Break
Kit-Kat
Sam Hennig created a concept Kit-Kat printed advertisement that resonated deeply with people during lockdown. The ad depicts a daily schedule dominated by Zoom meetings, with Kit-Kat bars strategically placed to block out two slots at 3 pm, representing a “break.” This simple and relatable printed advertisement perfectly captures the need for breaks during busy work-from-home days, aligning with Kit-Kat’s “Have a break, have a Kit-Kat” slogan.
36. Norwegian Airlines: Flag of Flags
Norwegian Airlines ad
Norwegian Airlines’ “Flag of Flags” printed advertisement, created by M&C Saatchi Stockholm, utilizes minimalist design to highlight destination options. The ad cleverly incorporates hidden flags of different countries within the Norwegian flag, representing various destinations Norwegian Airlines flies to. This visually clean and informative printed advertisement effectively promotes destinations and prices in a subtle and engaging way.
37. WMF Knives: Sharper Than You Think
Print adverts: WMF knife
WMF knives used a minimalist and impactful printed advertisement to emphasize the sharpness of their Grand Gourmet knife. KNSK Hamburg agency created an ad that simply and effectively communicates the knife’s exceptional sharpness, suggesting it’s a tool to be taken seriously. This printed advertisement relies on visual simplicity to convey a powerful message about product quality.
38. Quebec Automobile Insurance: Buckle Up, Stay Alive
Print adverts: Quebec Automobile Insurance
Quebec Automobile Insurance Society, with Lg2 agency, created a powerful and minimalist printed advertisement for seatbelt safety. The ad depicts a car seat with dates printed on it, representing a driver’s lifespan, with the death year covered by the seatbelt. This simple visual metaphor effectively conveys the message that seatbelts save lives, making it a compelling and memorable printed advertisement for road safety.
Conclusion: The Enduring Relevance of Printed Advertisements
These examples demonstrate the remarkable versatility and enduring power of printed advertisements. From classic campaigns that changed advertising to modern examples leveraging humor, illusion, and social consciousness, printed advertisements continue to be a valuable tool for brands seeking to make a lasting impact. In a digital age, the tangible nature of print offers a unique opportunity to capture attention, build brand recognition, and deliver memorable messages that resonate with audiences in a profound way. As these timeless examples show, printed advertisements, when executed creatively and strategically, remain a powerful force in the advertising world.
