Read the full ad-making playbook here.
A Creative Device is a deliberate storytelling or communication technique used in an advertisement to make an idea more memorable, emotionally engaging, or attention-grabbing.
It is the “how” behind the message — the mechanism that helps the audience feel, notice, or understand something instantly.
Below are about two dozen or so Creative Devices regularly used in ads - from basic ones (like talking to camera) to super-creative ones like visual metaphors.
1. Talking
1A. One person talking to camera
A single individual addresses the viewer directly, creating intimacy and clarity. This format works well for persuasion-heavy messaging because it feels personal, controlled, and distraction-free. The speaker often acts as a proxy for the brand, simplifying complex ideas into a direct, conversational pitch.
Dr.Ortho, Domino’s,Pure Leaf, Liquid Death, Amazon (Adam), Asics, Atera (drive), Colgate
1B. 2 or more people talking
2 people - Melody, Dixie Scott, Nike (Drake&Durant) and so many more (very very common)
3 or more - Cerave, Campus, MakMyMoneyMatter, Kayak
2. Double/Multi-Role or Multiple Getup
A single actor appears in multiple roles or avatars within the same narrative. This device is used to show contrast, internal conflict, multiple perspectives, or versatility. It adds visual intrigue while also compressing storytelling by having one face represent many scenarios.
Ex: multiple-role
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3. Show Something Bizarre
“Show Something Bizarre” Creative Device Explained With Examples
An ad using this Creative Device introduces something strange, absurd, or unexpected to grab attention and create memorability.
The bizarreness disrupts normal patterns, making the viewer pause and engage. The product is then anchored within or against this unusual setup.
This is one of the most common CD’s used in ads.
Examples: ProstateCancerUK, Computer Associates, Shaadi_com, Cerave2, Mountain Dew, Liquid Death, Kawasaki Ridge, Zomato Diwali 2024, Apple M4, Shera Ceiling Board, Knorr, Workbooks, KFC, CoffeeMate, Linkedin, Skoda, Homelane, Old Spice 2025, Pika, Aspora, Deciem, ATG, Atera (drive)
There are three specific sub-genres of this CD:
Madcap - HP, McD, Tango, Speedo, Currys1, Currys2, Meesho, 4700BC, Colgate (sleep). Cerave, MountainDew, Luna, Lolavie
Personification - ManScaped, Die-hard battery, Nestle Masala Millet, Computer Associates, PlutoTV, CrowdStrike, Mountain Dew (”ass”), MakMyMoneyMatter, Lolavie, Green Mountain Coffee (YT)
Dad joke - Liquid Death, SoloStove, Kingtox, DoorDash, Stella, EMotorad
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4. Shock / Surprise / Counter-Intuitive
Shock / Surprise / Counter-intuitive Creative Device Explained with Examples
This is when the ad is not outright bizarre and yet manages to create a clear shock / surprise effect by doing something counter-intuitive.
This device subverts expectations without going fully absurd, creating a moment of cognitive dissonance. The viewer anticipates one direction but is presented with another, making the message more memorable. It often relies on subtle twists rather than loud exaggeration.
Examples: Minute Maid, Currys1, Currys2, Klorane/Garnier (strong hair), Oscar Mayor (one more), Computer Associates, Shaadi_com, Liquid Death, Asics, DoorDash, Freshpet, MakMyMoneyMatter,
Misplaced focus - Embrace, Zendesk, Linkedin, MMT, BurgerKing, Kingtox. Asics
Trending content as a hook - an example
5. Puzzle (visual or otherwise)
Puzzle Creative Device Explained with Examples
This Creative Device presents an incomplete or ambiguous situation that the viewer must mentally resolve. Engagement comes from curiosity and participation—people stay to “figure it out.” The payoff is usually a reveal that ties back to the product or message.
B-Tex, Confused.com, Vadilal, ProstateCancerUK, Shaadi_com, Bible app, BandSports, Smart car, Mulberry, Campus, Zepto, Adani, Deciem
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6. Visual Spectacle
Visual Spectacle Creative Device Explained with Examples
This Creative Device is driven by scale, aesthetics, or visual grandeur. Instead of complexity in message, it delivers impact through what is seen—large sets, stunning visuals, or high production value. It’s designed to impress and hold attention through sheer visual appeal.
HP, WayFair, Jindal Steel, Levi’s, Carlsberg, SwissCaution, that ipad ad that nobody liked, Limca, Goodyear, ATG, Tropicana
7. Song / Dance
Song / Dance Creative Device Explained with Examples
Music and choreography become the primary storytelling vehicle in this Creative Device.
The rhythm, lyrics, and movement carry the message, often making the ad more memorable and shareable. It works particularly well for mass appeal and recall.
HP, Whopper, Levi’s, Speedo, Volkswagen, Target, Crocs, Canva India, Liberty Shoes, CarMax, Meow Mix, Old Navy, Apple M4, Knorr, Tanishq, Coke orange, Slack, GAP1, GAP2(Better in Denim), Limca, Skoda, Coke (America),
8. Action Movie Scene
Action Movie Scene Creative Device Explained with Examples
This Creative Device borrows tropes from action cinema—high stakes, stunts, tension—to dramatize the problem or product or benefit.
It elevates everyday scenarios into cinematic experiences, making the brand feel exciting or powerful.
09. Poetic
Poetic Creative Device Explained with Examples
The narrative is delivered in a lyrical, reflective, or emotionally rich tone. Language, pacing, and imagery are crafted to evoke feeling rather than just communicate information. It’s often used for brand-building and deeper emotional resonance.
Examples: Starbucks, Modelo, Goodyear
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10. Stop-Motion / Animation
Sometimes this aesthetic stands out in a world of smooth digital visuals, adding charm, novelty, and a sense of effort.
11. Non-Ad like
Non-Ad Like Creative Device Explained with Examples
Here, the content disguises itself as something else - like a film trailer, documentary, or parody -making the viewer engage before realizing it’s an ad. This reduces resistance and increases watch time by blending into familiar content formats.
Examples: Cerave (movie-trailer), LiquidDeath (fake teaser for an animated show), WalMart (parodyish)
Fake ad - Oscar Mayor (one more)
Mockumentary -Oslo city,Lolavie, Tyc Sports (spanish), Atera (drive), JetBlue,
12. Visual Motif
Visual Motif Creative Device explained with examples
A recurring visual element or pattern runs throughout the ad, tying different scenes together. This creates cohesion and reinforces memory by repeating a recognizable cue associated with the brand or message.
McD, Carlsberg, Skoda, Lolavie
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13. Visual Juxtaposition
Juxtaposition Creative Device Explained with Examples
Two contrasting elements are visually shown together or in quick succession or through the overall visual narrative, like in the ad above. Juxtaposition could be across space or time.
The contrast sharpens the message and makes the point more striking by visual comparison rather than explanation.
Examples: central app, Savlon, SwissCaution, ProstateCancerUK, Goodyear, Audiopost
14. Subject Traversing Multiple Scenes
Subject traversing different scenes Creative Device Explained with Examples
A character or entity moves across multiple environments or scenarios, linking them into a single narrative flow. This creates continuity while showcasing variety, often implying versatility or widespread relevance.
15. Slice of Life Stitched Together
Slice of Life Stitched Creative Device Explained with Examples
Could be of two types:
Subjects are different in each scene - Zeera, Volkswagen, Coke, Carlsberg, Pringelina, District
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16. Metaphors (verbal / visual)
Metaphor Creative Device Explained with Examples
The product or benefit is explained through analogy, mapping it to something more familiar or vivid. This simplifies complex ideas and makes abstract benefits easier to grasp. Strong metaphors make the message both clearer and more memorable.
Examples: Zendesk, BurgerKing, Computer Associates, Workbooks, KFC (shit), Audiopost[watch this video on why metaphors are helpful in ads]
17. Repeat Words & Wordplay
Repeat Words / Wordplay Creative Device Explained with Examples
This is when like in the above ad, a specific word or phrase becomes the central hook around which the entire narrative is built.
Repetition reinforces recall, and the keyword becomes synonymous with the brand or benefit. It simplifies communication into a single memorable idea.
Protinex (”strength”), Pure Leaf (”break”), Workday (”rockstar”), USCellular (”ironic”), Simply Fresh (“Fresh”), Kraeftens (“bubble wrap”), KFC (“double”), Cred (cred bounty khelo),
Subcategory: Wordplay -AirAsia, DunkinDonuts (shake that ess), Dr. Squatch (“Manlandia”), iPod, Burger King
18. Meta
The ad is self-aware—it acknowledges itself as an ad or comments on advertising conventions. This creates humor, intelligence, and novelty by breaking the fourth wall and engaging the audience in a more conscious way.
Examples: Cerave2, SoloStove, Lolavie,Coors
19. Sex / Erotic Themed
The narrative uses attraction, intimacy, or suggestive cues to draw attention and create desire. It leverages basic human instincts to make the message more engaging, though effectiveness depends heavily on relevance and execution.
Axe-Touch, Levis, Hawaiian Topic
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20. Pop-Culture Reference / Parody
The ad borrows from existing cultural artifacts—movies, celebrities, songs, or genres—to create familiarity and relevance. It taps into shared cultural memory, making the message easier to connect with and often more entertaining.
Pop-culture reference / Parody Creative Device Explained with Examples
21. Nostalgia
The narrative evokes the past—through visuals, music, or themes—to trigger emotional connection. It works by tapping into memory and familiarity, making the brand feel comforting, timeless, or meaningful.
Examples: Volkswagen, Amazon (aam), Y Vodka, Meow Mix, Luna, Cred, Chilli, Zomato(print)
22. Paint a Fictional World
Fictional World Creative Device Explained with Examples
The ad constructs an entirely imagined universe with its own rules, characters, or tone. This allows the brand to create a distinctive identity and immersive experience, often making it more memorable and differentiated.
More examples: Pika, Dr. Squatch (“Manlandia”)
Alright, so now you know what are the two dozen or so Creative Device that ads typically use. You can also make use of this framework to just make better PPTs or explainer videos.
Do check out the Story99 overall playbook on how ads are made.
Subscribe to https://adstorytelling.substack.com/ to occasionally receive a new ad breakdown right in your inbox, that will help you improve your storytelling.