Little Freddie’s “we see you” OOH ad

There's nothing groundbreaking or new about what this ad is doing. But it's doing it really well.

And that's why it's in our swipe file. To remind us that not everything has to reinvent the wheel. Some ideas are tried-and-tested classics for a reason.

And making your customer feel seen and understood? That's an all-timer move.

(Plus, Jack is currently spending from 6:05pm - 6:20pm cleaning food from his little one's hair, ears, in between his fingers & toes. So we had to include it.)

When you're looking down the barrel of a brief, it's easy to reach for your USPs. Your features. Your awards. Your proof points. The things that differentiate you from the competition.

And all of that matters. 100%.

But in ads, OOH campaigns, headlines... one of the most important things you can do is make your customers think "oh yeah, this is the brand for me".

With the Little Freddie's ad, the parent who reads "for hair that smells like roast dinner" at the bus stop and thinks "relatable" probably won't buy that day.

But when they're standing in the baby food aisle the following week, Little Freddie feels familiar. It feels like a brand made for them. And that warm familiarity (AKA, what Byron Sharp would call mental availability) is what tips the decision.

And the best bit? You don't need an expensive agency or to be a creative genius to write copy like this. You just need to know your customer well enough to be able to write copy that makes them feel seen, not sold to.

For example, let's say we're selling a brand of CBD drinks called Joy.

❌ Unwind after a long day with 30mg of pure CBD.

✅ Bra off. Traitors on. Joy open.

One is selling their product. The other says "we see you. We know you. This product is made for you"

Completely different ball game.

Our trick to finding those little details? They're hidden in your reviews. In your DMs. In how customers describe your product to a friend when they're not talking to you.

Most of the time, your customers have already written your best copy for you. You've just got to find it. (We've written about how to do that here.)