Just Do the Opposite

Everyone's Following the Playbook. That's Why It's Not Working.

Peter Delle
August 08, 2025

Want better ad performance?

Here’s a radical idea: Start doing the opposite of what makes sense.

Sounds reckless? Maybe.

But look at the data:

The safest campaigns are dying first. The cleverest creatives are getting skipped. And the best practices?

They’re just common practices now.

Most media buyers are running their ads like airline pilots.

Strict. Predictable. Checklisted.

And that’s fine — if you’re flying a plane.

But you’re not.

You’re trying to disrupt attention. And disruption doesn’t follow protocol.

Because the minute your ad looks, feels, or sounds like something they’ve seen before, their brain flags it as non-threatening background noise.

And scrolls on.

Here’s a better question:

“What would feel wrong to do here — and why?”

The answer will usually show you what’s unexpected — which is often what’s effective.

The Default Move	The Opposite Move
Use urgency	Use apathy: “Buy it. Or don’t.”
Broad, inclusive language	Polarizing, identity-driven language
Show the product	Hide it — tease the outcome instead
Big CTA at the end	No CTA. Just leave them thinking.
Clean visuals	Messy, raw, ugly screenshots
Speak like a marketer	Speak like a user venting in a Reddit post

1. Surprise is a performance lever. Attention = survival. The brain notices breaks in the pattern.

2. Common = invisible. The more familiar your format, the faster the viewer assumes they’ve seen it before — and ignores it.

3. “Wrong” is often right. The most successful campaigns don’t feel safe. They feel a little uncomfortable — because they go where most won’t.

So, next week:

Do the opposite of what you’d normally do. Even if it makes your strategist sweat.

Because if your ads aren’t working…

Maybe it’s not your media buying.

Maybe it’s your obedience.

Best,
Peter Delle
Media Buying Consulting