Description
This ad is pure social truth wrapped in humor. “She’s (cough) just a friend” captures a moment everyone instantly recognizes, the awkward lie, the nervous pause, the giveaway cough. Ricola doesn’t explain the joke. It trusts you to get it. And because you do, the brand feels clever instead of pushy.
How it works
The brilliance is in the interruption. That tiny “(cough)” does all the heavy lifting. It turns a common phrase into a confession and ties it directly to the product without ever shouting about sore throats. The bright yellow background keeps distractions out, the headline pulls you in, and the tagline quietly lands the point: if you’ve got something to say, make sure it sounds right.
How it can be reused
This format works anywhere humor and self-awareness matter. Any brand can tap into shared human moments, those little tells we all recognize, and let the audience connect the dots themselves. It’s reusable for products that fix small but relatable problems, or for brands that want to feel witty, modern, and culturally fluent. When people laugh first, they remember you longer.
