Why Some Ads Fall Flat… and What the Best Campaigns Do Differently
DOWNLOAD THE WHITEPAPER
Based on foundational work from Adam Morgan and Peter Field looking at IPA data on rational vs. emotional advertising and media spend figures, the Cost of Dull research becomes even clearer when adding in emotional response data from System1’s Test Your Ad database.
Here’s what you’ll learn from the whitepaper:
- The problem of Dull – how did we get here? What are the ‘Four Horseman of the Dullocalypse’?
- The Cost of Dull for US and UK consumer and B2B ads – we examine total TV ad spend, the growth efficiency of ads and the extra spend needed to match the long-term market share of non-dull ads
- How to defeat Dull – what elements in advertising prevent Dullness?
- What does non-dull look like – what are examples of entertaining ads in traditionally Dull categories?
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FROM FORGETTABLE TO UNMISSABLE
What So-Called ‘Boring Ads’ Teach Us About Great Campaigns
Even the most forgettable ad campaigns can reveal something valuable. Our research explores where many ads fall short – not to criticize, but to inspire better work. Learn how to move beyond flat TV ads or forgettable digital executions by tapping into emotional storytelling that connects with your target audience and drives long-term brand growth.
LESSONS FOR YOUR NEXT CAMPAIGN
Avoiding Flat Creative Doesn’t Mean Playing It Safe
Standing out doesn’t necessarily require shock tactics or controversy. It means tapping into insight, emotion, and distinctiveness. In our report, we explore what separates an effective advertising campaign from one that fades into the background. Discover what works (and what doesn’t), so your next ad campaign captivates the right audience without alienating
FAQs | The Cost of Dull, & Boring Advertisement Examples
What do you mean by a ‘dull’ ad?
We define a dull ad as one that fails to create an emotional response in its audience. These ads may be rational, generic, or overly safe – often blending into the noise. Our research highlights how emotional connection is the key to standing out and driving brand growth.
H3: Are there boring advertisement examples in the whitepaper?
Not to throw shade… but yes. However, it’s worth clarifying what we mean by ‘boring’ – because it’s not the same as ‘useless’ or ‘hopeless’. The report draws on large-scale testing data to show patterns of weak performance, including campaigns that underperform in emotional engagement. These examples are used constructively to help marketers understand what to avoid – and what to do differently.
Is this just about TV ads?
Not at all. While we include examples of video and TV ads, the findings also apply to digital, out-of-home, print ads, and wider marketing campaigns. The principles of emotional impact, brand fluency, and audience resonance are media-agnostic.
Why do some ad campaigns fail to connect with audiences?
There are many reasons – from overly rational messaging and lack of distinctiveness, to misjudged tone or unclear targeting. Sometimes, attempts to follow trends can feel forced and alienate audiences. The report offers a constructive lens on how to avoid these pitfalls.
What makes a successful ad campaign in today’s landscape?
Successful campaigns combine creative originality with emotional appeal. They make people feel something – happiness, surprise, sadness (yes, even negative emotion is better than no emotion!) – while reinforcing brand memory. The whitepaper outlines the strategies and ingredients that lead to long-term commercial success.
Can controversial ads ever be effective?
Absolutely they can – but only when controversy is paired with meaning, emotion, and brand relevance. Ads that provoke for the sake of it risk bad publicity or backlash. We believe the most effective work earns attention by entertaining and connecting, not simply by poking fun or courting outrage.
How can this report help our marketing department or team?
Whether you’re developing a new campaign or reviewing past performance, this whitepaper offers evidence-based insight into what drives effectiveness. It’s a valuable tool for marketing teams, creative agencies, and media buyers looking to make braver, smarter decisions.