I started an Ad analysis series on this blog to enable small business owners to see what works and apply the same principles or adapt them to creating content for their small business. I realised it’s been (ahem) quite a while since I’d done one when I came across this ad again from Impact, a recruitment company in Belgium. It appeared in 2023. Given that A.I. is still very much topical I thought I’d choose it for this Ad analysis (start here for A.I. posts but there are quite a few posts on this blog about A.I. just search)
This ad wrapped around an unfinished building and reads
Hey ChatGPT, finish this building…
Your skills are irreplaceable.
Let’s unpack why this campaign works so well and what small businesses can learn from it.
Overview
Impact cleverly combines humor, cultural relevance, and a powerful message about human skill. In a time when AI dominates headlines, they flip the script! A.I. can do a lot—but it can’t lay bricks or build structures.
By literally wrapping an unfinished building in this ad, they created an unforgettable real-world metaphor that perfectly reinforces their brand proposition. Skilled trades are essential and irreplaceable.
Analysis of Principles
1. Cultural Relevance
Referencing ChatGPT,one of the most talked about tools in the world instantly positions the ad in the current conversation. It shows Impact understands what people are curious about right now.
2. Humor and Playfulness
The message is cheeky and light-hearted: “Hey ChatGPT, finish this building…” Everyone knows A.I. can’t pick up a hammer. The humor makes it approachable and shareable.
3. Clear Brand Message
The tagline—Your skills are irreplaceable—cuts straight to the point. It celebrates tradespeople while reinforcing the company’s mission, connecting skilled workers with rewarding jobs.
4. Memorable Visual Context
The placement is genius. It’s not just a billboard on a wall, it is the wall, wrapped around the incomplete structure. The environment itself becomes part of the campaign.
5. Emotional Appeal
This ad makes workers feel valued. In a world where machines and automation get the spotlight, this campaign uplifts human expertise, pride, and identity.
Applying Advertising Principles to Small Business Content and Ads
Small and solo business owners can take a lot from this clever example. Here are some practical ideas to borrow and adapt.
1. Tap Into Cultural Conversations
Think about what your audience is already talking about. Whether it’s A.I, sustainability, or popular trends, connecting your message to timely topics makes it more relevant and likely to stick.
2. Use Humor to Disarm and Engage
Humor doesn’t have to be over the top. Even a clever twist on expectations (in this case asking AI to build something it obviously can’t) can make your content more approachable and memorable.
3. Reinforce Your Value Proposition Clearly
Impact’s tagline is simple: Your skills are irreplaceable. What’s your equivalent? Make sure your audience knows why you matter and what sets you apart.
4. Make the Medium Part of the Message
Consider how the environment or placement of your ad or content can amplify its impact. Could your packaging, website,store windows, or even delivery vehicles become part of your storytelling?
5. Celebrate Your Customers
Impact elevates the tradesperson and makes them the hero. How can you shine a spotlight on your customers and the value they bring? Featuring real stories or testimonials is a powerful way to do this.
Your Ad Analysis Challenge
Here’s something to think about:
How can you create marketing that feels inseparable from the world your customers live in?
Challenge yourself this month to:
*Identify a trending topic or cultural conversation that connects to your business
*Brainstorm one way to use humor or a clever twist
* Draft a message that reinforces why your customers are important or irreplaceable
Even a simple social post or window display can be a memorable, conversation-starting moment when you apply these principles.
Need help brainstorming? Get in touch—we’d love to help you make marketing that stands out.
