Absurd
Breaks expectations, uses surrealism and paradoxes. Creates memorable effect through unexpectedness.
Archetypes
1✓ What to do
• • Use unexpected metaphors • Break logic intentionally • Create contrast with serious topics • Be provocatively creative
✗ What to avoid
• • Don't use in B2B • Avoid in medicine and finance • Don't overdo the shock • Don't forget brand goals
Example Phrases
"We don't sell socks. We sell warm hugs for your feet."
social"Our pizza is so good, other pizzas get jealous."
ad"404. This page flew to Mars without permission."
websiteApplication Contexts
social_media
9/10
Viral content, memes
advertising
8/10
Memorable creatives
email
6/10
Entertainment emails
Brand Examples
Old Spice
FMCGAbsurd ad scenarios
Skittles
FMCGSurreal communication
MailChimp
TechPlayful approach in serious niche