Advertise your boring feature like a luxury perfume

What's the play

Take your most lame feature and market it like a high end product. Figma made a deadpan luxury perfume ad for 'Schema,' its design systems tool, turning stuff like Variable Modes and Extended Collections into fragrance copy.

What was the alternative?

A dry feature launch page listing what your tool does.

Results / what moved

Figma made a tongue-in-cheek luxury perfume ad, 'Schema by Figma, a consistent and on-brand scent,' to launch its design systems work, mapping actual product features into perfume marketing language. Designers loved that a design tool would advertise a boring feature like couture.

Time to pull off

A production cycle

Steps

1. 1

   Pick your least sexy feature

   Choose something genuinely unglamorous, like a design systems tool, to dress up.

2. 2

   Borrow a luxury genre

   Frame it as a high end product, like a perfume ad, and commit to the bit.

3. 3

   Translate features into the bit

   Map your real feature names into the new genre's language.

4. 4

   Let the audience be in on it

   The humor lands because your buyers know how boring the thing really is.

Notes

Play it completely straight, since the joke is that you are treating something unsexy as if it were luxury. Translate your real features into the new genre's language word for word. It works because your audience is in on how mundane the thing actually is.

Receipts

'Schema by Figma' perfume ad