The Reverse Truth Guide gives you eight tactics that twist assumptions, invert symbols, and challenge clichés. These campaigns make you double-take—because they reveal a deeper truth hiding in plain sight.
What’s Inside
- 8 reverse-thinking tactics from stat-flipping to context inversion and role swaps
- Campaigns from CALM, OMO, Dove, UNICEF, Bodyform, IBM, Hornbach, NRMA and more
- GPT prompts to unlock surprising flips and new creative angles
- A cheat sheet to challenge dominant narratives, subvert clichés or dramatise contrast
Sneak Peek: Flip the Statistic
Brief: Get people to care about kids playing outside.
OMO’s “Dullest Ad in History” didn’t just say kids only play outside for one hour a day. It showed the real problem: the other 23 hours of inactivity. By flipping the frame, the insight became sharper, stickier and harder to ignore. Other brands flipped the numbers too:
- Fridays for Future’s “The 1%” challenged billionaires’ Mars obsession by reminding us 99.9% of us still live on Earth.
- Penny’s “The Rift” used reversed stats on generational tension to highlight the unexpected side of family conflict.
Each one turned familiar data into creative tension—and reframed the issue in a way people felt.
Part of Creative Tactics GPT pack
