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# How to avoid the boring screenshot trap when advertising tech products
- URL: https://www.unbore.com/how-to-avoid-the-boring-screenshot-trap-when-advertising-tech-products/
- Published: 2026-02-25T17:33:03.000Z
- Updated: 2026-03-01T15:35:48.000Z
- Description: Making ads for tech products is hard because product screenshots are boring. Here's what Volkswagen did.
- Author: Shlomo Genchin
- Tags: Brainstorming

Making ads for tech products is hard because product screenshots are usually boring.

![](https://storage.ghost.io/c/56/7c/567cd7c2-834c-4b5b-a024-a798f2ebbdf8/content/images/2026/03/1772379342284-email.jpg)

Great UX/UI, terrible ad hook.

Volkswagen had a similar problem.

Their cars had tons of unique features, but explaining them meant showing boring illustrations.

![](https://storage.ghost.io/c/56/7c/567cd7c2-834c-4b5b-a024-a798f2ebbdf8/content/images/2026/03/1772379342633-email-46c0afe6-6527-470b-bc51-30a01e04b005.jpg)

Now, showing the actual features is very important – just later in the funnel.

An ad should grab attention and deliver one simple message, not cover the entire pitch.

So they tried a different creative strategy…

---

## Analogy Ads

![](https://storage.ghost.io/c/56/7c/567cd7c2-834c-4b5b-a024-a798f2ebbdf8/content/images/2026/03/1772379343114-email-83a955b5-050f-46ae-baa8-699dbf12eb4a.jpg)

**Small copy: “Finding your Volkswagen is just as easy. With Car-Net Last Parking Position.”*

![](https://storage.ghost.io/c/56/7c/567cd7c2-834c-4b5b-a024-a798f2ebbdf8/content/images/2026/03/1772379343584-email-9e715f55-b5a4-4d2f-be10-fb0c81926aec.jpg)

**“Volkswagen Side Assist. Knows what’s coming.”*

![](https://storage.ghost.io/c/56/7c/567cd7c2-834c-4b5b-a024-a798f2ebbdf8/content/images/2026/03/1772379344036-email-cc325393-1bcd-4b8e-8712-0dbbd35ca297.jpg)

**“One angle is not enough. Volkswagen 360° Area View Camera.”*

![](https://storage.ghost.io/c/56/7c/567cd7c2-834c-4b5b-a024-a798f2ebbdf8/content/images/2026/03/1772379344618-email-b976b065-d569-47d8-a895-583640598a19.jpg)

**“Luxury meets labour. The Amarok.”*

![](https://storage.ghost.io/c/56/7c/567cd7c2-834c-4b5b-a024-a798f2ebbdf8/content/images/2026/03/1772379344959-email-d991b0e3-4c2d-4019-82ef-95727458bee4.jpg)

**“Precision Parking. Park Assist by Volkswagen.”*

![](https://storage.ghost.io/c/56/7c/567cd7c2-834c-4b5b-a024-a798f2ebbdf8/content/images/2026/03/1772379345346-email-4a2f05b8-d64f-4e60-ad9d-de5c46ba8f5c.jpg)

**“Danger is just a matter of distance. ACC System. Keeps you at a safe distance from the vehicle ahead.”*

![](https://storage.ghost.io/c/56/7c/567cd7c2-834c-4b5b-a024-a798f2ebbdf8/content/images/2026/03/1772379345680-email-e1da718f-8ce0-4872-a24d-987c3a60b381.jpg)

**“Small but ferocious. Golf TSI. 103 kW of power from only 1.4 liters of engine.”*

![](https://storage.ghost.io/c/56/7c/567cd7c2-834c-4b5b-a024-a798f2ebbdf8/content/images/2026/03/1772379346000-email-cf07839e-fd6b-46e6-aa7f-711b12917aa4.jpg)

**“The Rear-Assist rear-view camera. Now also available in the Crafter.”*

![](https://storage.ghost.io/c/56/7c/567cd7c2-834c-4b5b-a024-a798f2ebbdf8/content/images/2026/03/1772379346480-email-6310a9ca-b2cb-4eb6-bed3-2f1bcba7516e.jpg)

**“Just because it works, doesn’t mean it’s fixed.Volkswagen Genuine Parts.”*

---

## Analogy ads are awesome.

They unbore technical features and make them accessible.

![](https://storage.ghost.io/c/56/7c/567cd7c2-834c-4b5b-a024-a798f2ebbdf8/content/images/2026/03/1772379347062-j4W3pfQKXh976YrvEU6ynq.jpg)

And they also give tech marketers endless options for their visuals.

![](https://storage.ghost.io/c/56/7c/567cd7c2-834c-4b5b-a024-a798f2ebbdf8/content/images/2026/03/1772379347503-email-89d0cf2b-89a5-4802-aa2f-d359cad18b3f.jpg)

**Left ad: “You may have missed some upgrades.”Right ad: “Compatibility is never a problem with Apple Macintosh.”*

If you want to learn how to make analogy ads for B2B products, check out [my course: Boring Products, Fun Ads](https://thecreativemarketer.net/course/?ref=unbore.com) 🙂