Brief it in. Get concepts that have read the annuals.
Cannes Lions · D&AD · The One Show · Webby Awards · Shorty Awards · LIA +Not one of the 69,095.
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3 briefs free. No card.
25 briefs a month on retainer — $49.
Crack is an AI ad concept generator built for advertising creatives — copywriters, art directors, creative directors and their teams who want a sharper first pass, not a replacement. Give it your creative brief — brand, audience, format. It returns campaign concepts with taglines and scamps, each drawing on an archive of 69,095 award wins from Cannes Lions, D&AD and more, so what's been done shapes what it hands you. 3 briefs free. $49 a month after. Cancel any time.
The problem
WD-40 may be the most widely owned product on earth that nobody can explain. People know it stops a squeak and stop there. The product is finished in people's minds: a solved, single-use object with no reason to think about it again.
The challenge
Work that makes someone pick up a can they have owned for nine years and look at it properly. […]
Concept 01 · WD-40
“The stuff on your kid's swing was built to protect a missile.”
The idea
The formula that stopped the Atlas missile corroding now keeps a garden swing quiet, and it hasn't been changed to do it. The contrail puts the product's real biography into the most ordinary picture in the world, and the swing suddenly looks like the easiest job it's ever had.
The most casually used product in the house is also the most overqualified — the same formula that protected a missile is being spent on a squeak.
Double-page spread, low camera angle from the grass, huge sky. The contrail is the dominant graphic shape — billowing rocket exhaust, not a motion line. Headline small in the sky's empty corner.
Two campaigns from the 69,095, pulled before a word was written.
Lost items — STIHL (2007)
Takes its lesson from the visual paradox — one everyday output of the product redrawn as a surreal single image that carries the whole claim.
Steel Door — WD40 (2005)
“Life. Liberty. Getting crap done.”
Learns from the brand's own history of literalising a functional truth into one bold picture, but swaps machismo for domestic wit.
Three ways. Crack says no — a critic reads every concept before you do, and ideas that borrow, echo the brief back, or answer a different question are killed and replaced. You get the survivors. Five concepts means five readings of the brief — one idea five ways is a fault it checks for, not a vibe. It works from the record — before a word is written, real campaigns are pulled from the 69,095 and studied for why they worked, never copied. When an idea has ancestors, it names them; the two under the scamp above came from that. And it draws — you get the scamp, not another paragraph. A chat window does none of this. It says yes to whatever you type.
Hitting "Crack the brief." Two other buttons return five new concepts and use a brief the same way: "Try a different direction" and "Crack 5 more from this insight" — free accounts get one direction without charge. "+ One more concept," tweaks and re-scamps are part of the brief you already cracked; they don't cost you anything. A cracked brief stays open to work for 24 hours; after that, brief it in again.
Your brief history is saved to your account, so it follows you between machines — and cached in your browser for speed. Your briefs and concepts are yours: nothing is shared, and nothing is used to train any model. We count product events with PostHog — what happened, never who you are. A concept you share is stored so the link works, until you delete it. If you're working on live client business, delete the brief when you're done and it's gone from your account too.
Briefs past 25 in a month are $2 each, added to your next bill. Most working creatives never get near the line — it exists so a heavy month never needs a phone call. One person, briefing by hand; scripts, shared logins and reselling the output aren't covered. Teams: [email protected].
