Description
This ad uses a humorous comparison between burgers, shakes, and a revolver grip to make a point: thickness works great for food, but when it comes to handgun design, bulk doesn’t equal better performance. Smith & Wesson emphasizes that their revolvers are crafted using a more advanced forging process that keeps them strong, sleek, and reliable without unnecessary weight.
How This Works
The ad plays on a visual joke, showing a revolver-shaped burger patty, to instantly grab attention. The headline draws you in with a familiar idea (“thicker is better”) and then flips it by questioning what that has to do with revolvers. This creates curiosity, leading you to read the explanation about craftsmanship, quality, and real performance benefits. Humor + surprise + education = a memorable message.
How You Can Reuse It
You can borrow this structure by taking a widely accepted belief in one context, then playfully applying it where it doesn’t fit. Use contrast to make your point clearer, start with a relatable claim, twist it with a visual metaphor, and tie it back to your product’s strength. It’s a powerful way to educate while entertaining.
