Description
This ad is playful, weird, and very self-aware. It takes the familiar image of the tired academic, the genius slumped over books, and gives it a surreal twist. The message isn’t subtle: brilliance is already in you, it’s just asleep. Suplicy isn’t selling coffee as a lifestyle accessory; it’s selling the moment when your brain finally switches back on.
How it works
The contrast is the hook. A body that looks exhausted paired with a line about awakening genius creates instant tension. Your brain fills in the gap. The visual exaggeration makes the idea memorable, while the copy keeps things light and humorous instead of preachy. Suplicy positions caffeine as a catalyst, not a crutch, the spark that wakes what’s already there.
How it can be reused
This framework works beautifully for brands that want to energize without sounding aggressive. It’s ideal for coffee, productivity tools, education, or anything tied to creativity and focus. Exaggerate the problem just enough to be funny, then position your product as the gentle nudge forward. When people laugh and feel seen at the same time, the message sticks.
