The Hardest Part of Advertising Isn't Selling. It's Getting Noticed.

Most adverts fail long before anyone has the chance to consider buying. They don't fail because the product is poor or the offer isn't competitive. They fail because they're ignored. In a world of endless scrolling, advertising has just one job before anything else: make someone stop.

I recently developed a campaign for Geely around an unusual headline: "Interested in electric cars?" Beneath it sat a single, oversized figure: "0%". At first glance, it looks like a response from someone who has absolutely no interest in electric vehicles. That's exactly the point. A split second later, the meaning changes. It isn't about interest at all; it's about 0% APR finance.

That tiny moment of confusion is what makes the advert work. It asks the brain to resolve a contradiction, and in doing so earns something incredibly valuable: attention. Only then does the offer have a chance to do its job.

Too much advertising starts by explaining everything immediately. Features. Specifications. Prices. Benefits. But people can't appreciate a message they never stop to read. Sometimes the most effective communication isn't the one that says the most—it's the one that creates just enough curiosity to make someone want to know more.

Good advertising isn't about tricking people. It's about understanding how people pay attention. Because before you can sell anything, you first have to earn the right to be noticed.