What Makes a Good Ad

What Makes a Good Ad? The Creative Secret Behind Unforgettable Campaigns

A Harsh Client Rating

An ad concept rated 3 out of 10. That’s what the creative team at X Agency woke up to.

After weeks of ideation, design, production, and internal reviews, their client came back with a single line of feedback:

“The ad is not good enough and lacks some basic elements that make up an excellent ad.”

It’s the kind of review that stings. But it also raises a powerful question: what exactly makes an ad good, let alone great?

The Secret Behind a 10/10 Ad

If you had to choose the right combination of ingredients to ignite an ad that truly connects, which of these would you go with?

• Option A: Relatability and Humour
• Option B: Emotional Appeal and Simplicity
• Option C: Simplicity and Humour
• Option D: Emotional Appeal and Relatability

Don’t be surprised if any of the option you choose turns out to the right answer.

The truth is, all these elements have different roles to play in creating an excellent ad. But the magic lies in the ‘how’ and the ‘why’.

Why – they’re chosen for the specific ad and  audience.

How – they’re combined to pass the ad’s message across.

The Apple Airpods Pro Christmas Ad: A Case Study in Emotional Appeal and Simplicity

Few months ago, Apple released its Christmas AirPods Pro 2 ad titled ‘Heartstrings’.

And the ad did pull on the heart strings of it’s audience with its simplicity and emotional appeal.

It was a complete 180 degrees from the usual tech and innovation and we are used to getting from Apple. It wasn’t flashy, neither was it loud. 

The ad started off with the father being unable to properly hear and capture his daughter’s happy moments.

And when he was offered a pair of the Airpods Pro 2 and his hearing was restored magically!

He was once again, able to capture and enjoy special moments like Christmas with his daugter. He also got to relive old memories through flashbacks.

But what made it great?

Emotional appeal: It didn’t try to sell features, it sold emotions. It appealed to the part of its audience that longs to partake in their loved ones happy and unhappy moments. 

Storytelling: Watching the ad definitely didn’t feel like watching the regular ad that tries to sell a product or service. It felt more like you were reading a book or watching a movie that took you on an emotional journey.

Simplicity: No hard-sell voiceovers. No long product demos. Just raw, relatable emotions delivered in just 120 seconds.

Who would have thought Apple could tap into our emotions with just this simple story?

This is the kind of ad that earns a 10/10, not just for creativity, but for simplicity and emotional impact.

Link to the ad: https://youtu.be/EvnJhwIwqds?si=v2TTZJDgvpmx-JMV

What Makes a Good Ad? 

Here’s what we’ve learned after analyzing the best of the best. From Apple to Nike to both the small and big brands that have all created ads that got us and their audience mesmerized:

1. A Clear Message – Simplicity Wins Always

In an era of short attention spans, clarity is very much valued.

A good ad has just one easy to identify core theme or message, not three. It doesn’t leave the audience second-guessing what message it’s trying to pass across.

Quick Test: Can someone understand the ad’s message in 5 seconds without sound? If yes, you’re on track.

2.  Relatability is Key – Align with Your Audience Needs

Good ads meet people where they are, and this good people share it with their loved ones in return.

They reflect the viewer’s struggles, dreams, motivations or sense of humor. Whether it’s a Gen Z skincare brand dropping memes, or a financial service speaking to new parents or people with bad spending habits, relatability builds connection.

Pro Tip: Use language, visuals, and scenarios your audience enjoy and are also familiar with.

3. Emotional Connection – Most Buying Decisions are Based on Emotions

You’ve probably heard the quote: “People don’t remember what you said, they remember how you made them feel.”

This applies to ads too. From laughter to nostalgia to empathy, emotion is the core of every human. It drives our decisions and indecisions.

A study by Nielsen found that ads with above-average emotional response from viewers caused a 23% increase in sales volume compared to standard ads.

4. Storytelling Over Selling

Everyone loves a good story. It’s how we make sense of the world, relax and have a good time. It’s how we communicate with each other. A good ad tells a story, no matter how small it is.

Narrative Tip: Use tension. Start with a problem or contrast. Then lead your audience on a journey of joy, discovery, or clarity.

5. Brand Consistency – Where You are The Same Everywhere 

Even the most beautiful ad fails if it feels off-brand.

Your ad should look, sound, and feel like your brand. Think of it as a 30-second version of your identity.

What’s the formula to this? Ask yourself if your audience would instantly recognize the ad as yours without seeing your logo

Reference: Heinz’s ‘It has to be [food]’ ad (2025)

6. Craft Matters – You can Tell Your Story With Your Visuals 

Design, editing, color grading, sound; all of these determines your audience perception of your brand.

The best ads feel polished, not because they’re expensive, but because they’re intentional.

Remember: a poorly executed concept will always be outshined by a well-executed simple one.

Back to That 3/10 Ad…

Let’s revisit our colleague from the beginning. The X Agency team went back to their drawing board to restrategize. They didn’t start with visuals or taglines. Instead, they asked themselves:

• Who are we really talking to?
• What do they feel right now?
• What one thing do we want them to remember?

They analyzed every bit of the ad down to its emotional appeal, rewrote the story, and paired it with a simple, relatable human insight. 

The second version? The client called it “the best work we’ve ever done.”

Because good ads aren’t just creative. They’re genuine.

So, What Makes a Good Ad?

A good ad:

• Says something clear
• Makes you feel something real
• Leaves you with something worth remembering
• Whether you’re crafting a seasonal campaign, launching a new brand, or just trying to get that perfect 10/10 rating, always remember to these core principles of creating a good ad.

And when you’re unsure, ask yourself: Would this move me if I was the one watching it?

Your answer will tell you what you need to do.