"Positioning itself as a file-sharing service "with principles", Smash's ads focus on its ethical practice in comparison to WeTransfer's AI controversy, establishing its data security and inclusive, hassle-free service. Gesturing to WeTransfer's logo via its signature "f" typographic motif, Smash weaves clever copy around the design, using its rival to reinforce its strong brand voice. With playful phrases like "We are smash, We transfer, No BS" and "One upon a time... We Transferred. Now? We smash!""
"place. In a series of cheeky ads, the new file-sharing service uses clever copywriting to playfully challenge its popular rival. While I'm not typically one for brand war advertising, the sheer gutsiness to take on a huge brand like WeTransfer has won Smash my utmost respect - if you're going to start brand beef, this is how you do it."
Smash launched a provocative ad campaign that frames the service as a principled, ethical file-sharing alternative to WeTransfer. The ads call out perceived WeTransfer faults such as download timeouts and AI controversy while promoting Smash's data security, inclusivity, and hassle-free experience. The campaign borrows WeTransfer's "f" typographic motif to craft bold, humorous copy and deploys punchy lines like "We are smash, We transfer, No BS" to articulate a confident brand voice. The newcomer strategy leverages candid, cutthroat messaging to capitalise on rival controversy and position Smash as a trustworthy, outspoken option.
Read at Creative Bloq
Unable to calculate read time
Collection
[
|
...
]