Rather than focus on visual campaign metaphors you've probably got a swipe file for, this Metaphor Guide provides eight metaphor-based frameworks that turn complex truths, dry benefits or tough social issues into something instantly graspable. Whether it’s a celebrity, a cultural object or a twist in the media environment, these metaphors create tension, emotion, and memorability.
What’s Inside
- 8 metaphor frameworks from persona-based thinking to platform-native twists
- Campaigns from Heinz, Flo, Coca-Cola, Adidas, Greenpeace, Renault, La Sirena, and more
- GPT prompts to generate metaphorical hooks, structures and stunts
- A cheat sheet for turning a bland product truth into a cultural lightning rod
Sneak Peek: Celebrity Benefit Metaphors
Brief: Make boring water-saving habits feel cooler.
Tide’s #TurnToCold campaign didn’t rely on stats—it dropped a Super Bowl spot starring icy-cool celebrities to make cold-water washing feel like a flex. Celebs didn’t sell a product; they embodied a metaphor for “cold done right.” Sales lifted 39%. Other brands reframed celeb meaning too:
- Boehringer Ingelheim’s “Still Going Strong” used Keith Richards and Dolly Parton as aging pets—to make a point about vitality, not just age.
- Australian Organic Food Co cast AI influencers as “artificial tasters” who couldn’t appreciate real food.
- Heinz’s “15 Minutes of Flavour” featured ex-viral stars to dramatise limited-edition sauce drops—fame that fades, like the product itself.
Each one used a familiar face to unlock unfamiliar meaning.
Part of the Strategy GPT Master Pack
One of 16+ upload-ready playbooks that turn ChatGPT into your creative partner in mischief. Each guide is packed with proven tactics, real campaign proof, and prompts — so you can go from blank page to breakthrough idea in minutes.
