The lesson
Put the whole promise in a four-word line and cast a hero out of place in the boring task.
The move
Saquon Barkley sits at a cluttered office desk in a jersey bearing the Ramp logo, with eye black and a wristband, sorting paper receipts. Later, big yellow-green caps over the scene read "EXPENSES SHOULD DO THEMSELVES."
Why it works
- Our readA football player buried in receipts makes the pain visible in one shot, with no copy needed to explain it.
- Our readThe slogan states the outcome in four plain words, short enough for a buyer to repeat.
- Our readThe yellow-green type matches the Ramp logo on his jersey, so the brand sits on the hero's chest and in the line.
What not to copy
Celebrity cost is the part that only works for a Super Bowl-size spend. Keep the contrast between a hero and a chore, and a slogan short enough to quote.
