Why “Bad Ads” Happen to Smart People (And How to Fix Them)

We’ve all seen a “Bad Ad.” The kind that makes you cringe, laugh uncomfortably, or squint at your screen thinking, “What was that even about?”

The truth is, most bad ads don’t come from people who are clueless. They come from smart, passionate people who misstep. They get too close to the message. They fall in love with clever copy, metaphors, or visuals…and forget the human on the other side of the screen.

Jake Teeny has spent years studying persuasion, attention, and memory, including how people really form opinions and act on them. And in episode 509 of The Brainy Business, we had a fascinating discussion about how bad ads get made. He shared the three common failure points of an ad and how to address them using the ADPLAN model.

Let’s break it down.

3 Common Ways Ads Fail (and How to Fix Them)

1. Failures of Attention

These are the ads people skip, ignore, or tune out immediately. They don’t stand out in the environment where they appear—on TikTok, in a podcast, or on a billboard. Or, they start so slowly that no one sticks around long enough to understand what’s happening.

Real-world example: Jake mentioned a Nissan ad that was basically “just a car driving in the snow.” It blended in with every other car commercial and had no clear reason to exist. The product wasn’t the star. The scene wasn’t novel. So…why would anyone care?

What to do instead: Make sure your ad is distinct for the platform, the product, and the customer. Attention is a precious commodity that gets more and more valuable each day. Don’t assume you’ve earned it. Design for it.

2. Failures of Message

This happens when the core idea of your ad is muddy. Maybe you try to say too many things at once. Maybe you get metaphor-happy and lose the plot. Either way, your message doesn’t land.

Real-world example: Jake shared a Pepsi ad where Kendall Jenner ends police violence by handing over a soda. The creators got tunnel vision. They saw the concept in their heads and missed how it would feel to an audience in the real world. It lacked nuance, context, and clarity. And it backfired. Hard.

What to do instead: Pick one main message and stick to it. Don’t let internal brainstorming sessions lead you into a forest of cleverness that the audience can’t follow. Anchoring and overconfidence biases love to show up here. Beware.

3. Failures of Memory

Even if people watch your ad and understand it, will they remember who it was for? Will they associate it with your brand? If not, you’ve wasted your budget.

Real-world example: Jake mentioned ads where the storyline or visuals are powerful, but the brand shows up too late or isn’t clearly connected to the emotional moment. Viewers may remember the puppy or funny celebrity line…but not the product.

What to do instead: Tie your brand to the emotion. Make sure the logo, the sound, the name—something brand-connected—is part of the key moment. Emotional memory is sticky. Use that to your advantage.

How to Avoid Making Bad Ads

To help marketers do better, Jake referenced a powerful tool used by the Northwestern University - Kellogg School of Management. It’s called ADPLAN, and it walks you through six key criteria for effective advertising:

• Attention: Does the ad capture notice right away?

• Distinction: Is it different from competitors and noise in the space?

• Positioning: Does it communicate the right value proposition for the brand?

• Linkage: Will people remember which brand the ad was for?

• Amplification: Are viewers left with positive feelings and key ideas?

• Net Equity: Does it build on existing brand associations instead of working against them?

It’s a great checklist to run through before finalizing any ad campaign (or even a simple email subject line or social media post). No matter the channel, these six questions help ensure you’re aligning with how people actually think and make decisions, reducing your chances of landing in the “Bad Ad" Hall of Shame. (Does this exist somewhere? If so, share a link below. If not, let’s create one…)

Brainy Bite of the Week:

The next time you see an ad, whether it was good, bad, or confusing, pause for a second and ask:

• What were they trying to say?

• Did it get my attention?

• Do I remember what brand it was for?

Then go look at one of your own ads, emails, or social posts. Use ADPLAN as your lens to identify one small change that would make it more brain-friendly.

Ads don’t have to be perfect. But they do have to work with the brain instead of against it. Otherwise, you’re just another snowy car commercial driving into the void.

Thanks for reading. Until next time…

BE thoughtful,

Melina Palmer