How to come up with big ideas...

Hey fellow vibe marketer, welcome back to the Vibe Marketing Club.

Thought: How do you come up with big (and creative) ideas? Well, as Don Draper once put it, “Think about something deeply, then forget about it, and an idea will pop up in your face.” I think there’s a lot of truth in that. The more you know about something, you have all the info you need, then you just need to go for a walk, take a shower, talk with friends, or stare at a wall, and something will pop in your head.

One thing I’ve found since using AI for ad creative is giving it all the info it needs and asking for congruent ideas, then using what it gives me as a seed of an idea.

Works wonders. Give it a crack. I think it’ll help if you haven’t done it already.

Now, on to this week’s AI ads and how you can apply them to your brand.

^{Ads sourced with inspiration from the most powerful AI ad tool and extensive ad library.}

Ads of the Week

Jamby’s, Dry Water, Pocket

Jamby’s

Analysis:

This ad perfectly uses identity marketing by celebrating the “lazy day” persona as something to be proud of, not ashamed of. Instead of pushing features, it positions the product as a lifestyle essential for Jamby’s target audience: “your uniform for doing absolutely nothing (perfectly).” It reframes a couch potato day into turning what’s usually seen as “unproductive” into aspirational self-care. The cozy visuals, relatable checklist, and soft morning light all evoke a sense of comfort, relaxation, and permission to unwind. People don’t just buy the clothes, they buy into the identity of the effortless lounger.

How you can apply it:

1. Sell a feeling. Frame your product as a key to an emotional state (e.g., “relaxation,” not just “comfort”).

2. Create an identity around usage. Build a “tribe” or persona your customer wants to belong to (e.g., lazy legends, airport athletes, back porch philosophers).

3. Normalize the behavior. Validate the customer’s habits with humor or empathy so they feel seen.

4. Use checklists or rituals. Add a playful “routine” or “starter pack” to show when/how your product fits into life.

5. Lean into the irony. Owning laziness with confidence is way more memorable than playing it safe.

Prompt:

Create a hyper-realistic, editorial-style image set in a cozy, sunlit living room on a slow weekend morning. A man in their late 20s is lounging on a plush couch wearing a full Jambys set (House Hoodie + Jambys boxers or Pajambys), as attached with no changes. You cannot change a single aspect of the clothes attached. There's a throw blanket loosely draped, legs up, completely at ease. The vibe is soft, ambient, and grounded in peace. The ad has an “Lazy Day Checklist” overlay with checkmarks next to items like: “✓ Wake up late, ✓ Coffee in bed, ✓ Scroll aimlessly, ✓ Do nothing on purpose.” underneath it. A cup of coffee and a half-eaten croissant rest on a nearby side table. At the top center of the image, overlay the headline in a clean, rounded, Helvetica Bold font: “Your uniform for doing absolutely nothing (perfectly).” (perfectly) should be under "Your uniform for doing absolutely nothing" The tone is warm, humorous, and inviting—designed to give the viewer permission to pause. Use soft natural light, neutral tones with pops of Jambys color, and a cozy atmosphere. Aspect ratio: 1:1--you are not allowed to change the aspect ratio.

Dry Water

Analysis:

This ad uses incongruity theory and contrast framing to challenge people’s assumptions. The copy starts with an agreeable truth (“You drink water”) then disrupts it with a counterintuitive question (“But are you actually hydrated?”). It creates cognitive dissonance, which boosts attention and retention because there’s a sense of discomfort. Visually, the side-by-side comparison is a classic before/after framework, instantly showing the benefit. The dull lightbulb vs. glowing brain? Chef’s kiss. It reframes hydration as a cognitive enhancement, not just a physical one.

How you can apply it:

1. Start with an obvious truth, then flip it with a surprising or slightly uncomfortable follow-up.

2. Use a visual side-by-side to show the “basic” vs. the “better” version of life with your product.

3. Leverage simple symbols (💡🧠⚡️) to communicate transformation fast and clearly.

4. Trigger self-doubt constructively & make people question if they’re actually doing enough (without shaming).

5. Tie your benefit to identity. Don’t sell “hydration”, sell smarter thinking, better performance, sharper energy.

Prompt:

Create a hyper-realistic, editorial-style image split into two vertical panels side by side. On the left, show a dull, tired-looking person sitting at a desk with a flickering, dim lightbulb hovering above their head. The expression is foggy and distracted. Label this panel subtly at the top: "Water Only." The lighting should feel cold and slightly desaturated, evoking low energy. On the right, show the same person in the same setting, now alert, focused, and energized. Above their head is a glowing, vibrant brain emitting soft neon yellow light—representing full hydration and mental clarity. Label this panel at the top: "Hydrated with Dry Water." and at the bottom of the image on this side, include the attached picture of Dry Water lemon-lime sachet but you are not allowed to change a singular element, it must remain exactly as attached. Use soft natural lighting, glowing skin tones, and bright, crisp clarity. A modern water bottle with a Dry Water packet nearby sits on the desk as a visual anchor. Overlay the bold headline across the top center of the full image in a clean, rounded Helvetica Bold font: “You drink water. But are you actually hydrated?” Maintain a 1:1 aspect ratio. The tone should feel modern, science-backed, and slightly satirical—designed to stop the scroll, make people question their hydration habits, and visually contrast water vs. Dry Water outcomes.

Heights

Analysis:

Cognitive association + visual metaphor = master positioning. The lightbulb is associated with creativity, and “aha” moments are used here as a container for supplements, directly linking the act of nourishing your brain with coming up with big ideas. The embodied cognition principle: We think with the metaphors our body understands. Pair that with the line “Every big idea starts with a well-fed brain,” and you’ve got a message that bypasses logic and goes straight to emotion, memory, and identity. It doesn’t sell capsules. It sells creativity fuel.

How you can apply it:

1. Use metaphors by combining your product with a symbol your audience already associates with success, intelligence, energy, etc.

2. Link your benefit to an outcome identity. Not “better health,” but “more ideas.” Not “hydration,” but “mental clarity.”

3. Tap into easily associated icons: A lightbulb = idea. A battery = energy. A rocket = progress. Use them as association shortcuts.

4. Make the invisible visible & concrete. You can’t see brain function, but this visual makes the benefit feel real.

5. Make design & copy congruent. The copy doesn’t explain the visual, it elevates it. Make sure your words and design are telling the same story.

Prompt:

Create a hyper-realistic, editorial-style image in a 9:16 aspect ratio. Set the scene on a clean, minimal desk in a soft-lit, modern workspace with warm, ambient lighting. At the center of the frame, feature a clear glass lightbulb vertically suspended in mid-air, tilted slightly as if being “filled” from above. A stream of Heights pills just like attached, flows smoothly from a realistic Heights bottle positioned above the bulb, as if the bottle is charging the lightbulb like a battery. At the bottom right corner of the image, include the official Heights bottle exactly as attached, without altering a single detail—no warping, text changes, size shifts, or reflections. Ensure the bottle appears crisp, professionally lit, and matches the scene naturally in scale and shadowing. Overlay the headline at the top center in clean, rounded Helvetica Bold font: “Every big idea starts with a well-fed brain.” The tone should be futuristic, intelligent, and uplifting—suggesting mental energy, nourishment, and creative potential being powered by what’s inside the bottle. The image should evoke the emotional payoff of fueling your brain to generate better ideas, faster thinking, and clarity.

As always, thanks for vibin’ with me this week. Hope you got a ton of value out of it.

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Til next week!

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