Hi friends,

Ever been to Australia? I’ve heard and seen pretty good things about the continent. 

But the ad we’re talking about is definitely good. If not, GREAT.

Copywriting Example

Specsavers "Wrong Airport" Campaign

I bet you’ve seen many ads from eyewear companies. 

And I know what comes to your mind.

Happy people trying on glasses. Before-and-after shots. Generic "See better, live better" messaging.

Specsavers? They really made the reader confused in a fun way, of course. 

In 2024, they launched their airport billboard campaign across Australia. Sydney Airport got billboards saying, "Welcome to Melbourne." Melbourne Airport got signs declaring "Welcome to Sydney." Brisbane showed "Welcome to Darwin." Perth displayed "Welcome to Adelaide."

But here's the brilliant part: they didn't explain the joke immediately.

The copy was minimal. Just the wrong city name in massive letters, and their famous tagline in tiny print at the bottom: "Should've Gone to Specsavers."

No product shots. No features and benefits. No desperate calls to action.

Instead, they sold you a moment. The confusion. The realization. The appreciation for wit that's so clever you have to respect it.

Creative Director Richard James nailed it: "We wanted people to feel respected and in on the joke."

They created what travelers described as "I can't believe they did that" moments. People were stopping to stare, taking photos, and sharing on social media.

The result? Massive viral amplification. Organic social sharing. Word-of-mouth marketing that money can't buy.

Takeaway? Sometimes the best advertising doesn't sell your product. It sells your personality. Because people don't just buy glasses. They buy from brands they admire.

Marketing Secret

The Purple Cow Theory

Now imagine this. I’m waiting. Ok. 

You're driving through the countryside. You see field after field of brown cows.

Then suddenly, you spot a purple cow.

What happens? You stop. You stare. You tell everyone about it.

That's Seth Godin's Purple Cow theory. In a world full of boring brown cows, being remarkable is the only way to get noticed.

Most businesses are brown cows. Safe. Predictable. Forgettable.

They think playing it safe is... well, safe.

But here's the truth: in today's cluttered marketplace, safe is the riskiest strategy of all. Because safe = invisible.

Think about it:

• We encounter 100s of marketing messages daily

• 99% of display ads are ignored

• 85% of TV commercials are skipped

• Traditional advertising ROI has dropped 37% since 2000

Your brain has become a professional ad blocker. We've trained ourselves to ignore anything that feels like marketing.

So what gets through? Purple cows. Things so remarkable they demand attention.

Paper Boat drinks didn't compete with Coke and Pepsi. Instead, they bottled nostalgia—aam panna, jaljeera, and kokum in packaging that looked like childhood lunch boxes.

Krispy Kreme didn't just sell donuts. They created theater. Watch donuts being made through glass windows. Get a free warm donut when the "Hot Now" sign lights up.

Chip Conley took a run-down motel in San Francisco's dangerous neighborhood and turned it into a rock-and-roll haven that musicians loved because it was edgy.

They all did the same thing: instead of trying to appeal to everyone, they became remarkable to someone.

Here's how to find your purple cow:

Stop asking, "How do I sell this?" Start asking, "How do I make this worth talking about?"

Instead of: "Best prices in town!" Try: Something so unexpected people can't help but share it.

Instead of: "Quality service guaranteed!" Try: An experience so remarkable it becomes a story.

Instead of: "We're just like our competitors but cheaper!" Try: "We're nothing like our competitors, and here's why that matters."

The goal isn't to be liked by everyone. It's to be loved by someone.

Because in a world of infinite choices, being noticed is the prerequisite for being chosen.

Talk soon,

Alen