Neil French - Magazine Ad
Air Canada Breakfast Ad
Swipe Details
This classic Air Canada ad uses humor, indulgent imagery, and conversational tone brilliantly. It opens by humorously riffing on breakfast methods ("fry, boil, scramble... especially coddle"), instantly establishing a playful, casual connection with the reader. Then, it expertly whets the reader’s appetite by layering vivid descriptions of delicious breakfast foods, triggering sensory imagery that practically begs the stomach to rumble.
Each phrase ramps up anticipation: flap-jacks, crispy bacon, juicy sausages, and even smoked Finnan Haddie.
What's particularly clever is how the ad lightly admits that breakfast alone isn't necessarily a logical reason to choose an airline—but it frames it as a perfectly acceptable excuse.
By acknowledging this, Air Canada uses a form of reverse psychology and self-aware humor to create a persuasive "why-not?" scenario. It's a masterclass in subtle persuasion wrapped in whimsy, leaving the reader charmed, hungry, and perhaps booking a ticket.
Key Insight
Playful self-awareness paired with mouth-watering descriptions create a persuasive pull that's stronger than logic alone.