Practical Sales Training™ > How To Get Attention > Subvertising
What is it?
Subvertising is the practice of flipping, parodying, or hijacking an advert to create a new message. It takes a familiar ad format, brand, or slogan and twists it into something unexpected.
It is often used by activists to expose flaws in big brands. But it can also be a powerful tool in sales and marketing to grab attention by remixing something people already know.
Examples:
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A spoof of a fast food ad that highlights health risks.
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A play on a famous tech slogan used to promote a rival product.
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A brand using parody of industry clichés to show they are different.
How does it work?
Subvertising works because it uses recognition. People already know the original advert or slogan, so when they see it flipped, their brain pays closer attention.
It creates:
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Familiarity: The viewer recognises the format or brand instantly.
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Surprise: The twist makes them stop and think.
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Engagement: People like sharing subverted ads because they are clever and provocative.
By taking something known and turning it upside down, you create both humour and impact.
How can you use it?
You can apply Subvertising in ethical and creative ways to stand out:
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Social content: Create posts that parody common industry ads or clichés.
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Sales decks: Use a flipped version of a well known slogan to highlight your difference.
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Advertising: Reference familiar campaigns in a tongue in cheek way to make your point memorable.
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Internal training: Use subverted ads to challenge how your team thinks about buyers and messaging.
The principle is simple. People notice what breaks the pattern. Subvertising helps you stand out by reworking what they already know.
Example
Burger King created a mobile ad campaign that literally hijacked McDonald’s locations. If someone opened the Burger King app while near a McDonald’s, they got an offer for a Whopper for just one cent. The creative even mocked McDonald’s slogans and store presence by using their competitor’s locations as the setup.
It was cheeky, commercial, and pure subvertising – using the recognition of a bigger rival’s advertising to twist the story in Burger King’s favour.
See also
