Hack the medium with a bang💥

This post is a free chapter from my new eBook Stealable Thinking: How To Borrow The Logic Behind Brilliant ideas – And Win Big. If you enjoyed reading it, pay what you want to download it (Normally minimum is $31.99, but for Creative Samba readers it's $11.99).

Stealable Thinking isn’t about theft—it’s simply thinking like a copywriter. It’s the knack of looking at campaigns, ads, and ideas and not seeing the polish, but the trick underneath—the one clever psychological lever that makes it work.

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Football (Americans call it soccer) is like a religion in Brazil.

In fact, football is soooo BIG in Brazil that 93% of Brazilians watched the men's FIFA World Cup in 2022.

In June 2023 only 25% of Brazilians were planning to watch the FIFA Women’s World Cup.

The Women’s World Cup was taking place later in July in Australia and New Zealand. FIFA had big expectations for the tournament. But no one seemed to care much about it in Brazil.

In fact, in Brazil the predicted audience was so small in that no open Brazilian TV station bought the broadcasting rights to broadcast all the matches.

But as Tom Fishburne once said, "There are no low interest categories. Only low interest brands."

And if there's one thing that Brazilians watch is their iFood app.

iFood is the number one food delivery app in the country.

And 50 million Brazilians spend on average about 38 minutes per week scrolling iFood and searching for meals to order.

So iFood came up with a crazy idea.

You see, the World’s Biggest Football streamer, Casimiro Miguel, is Brazilian.

And Casimiro happened to have the FIFA rights to broadcast all the World Cup matches via his Youtube channel.

So iFood partnered with Casimiro to broadcast every World Cup match inside their food delivery app.

Together they broadcasted 64 matches inside a food delivery app.

Which resulted in 21 million Brazilians watching the Women’s World Cup via iFood.

Even better, Brazilians spent an average of 70 minutes in the app. And food orders ended increasing 23% compared to the previous month.

As ad legend Dave Trott once said, "It's not just what you say that's important. It's also where, and when."

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BONUS freebie chapter

SHOW YOUR PRODUCT THRIVING WHERE IT “SHOULDN’T.

Saab – ‘The only convertible that’s acceptable in certain circles. Such as the Arctic.’ (1991, Print, Saab, USA)

Ad description: Image of a Saab convertible against a snowy, Arctic backdrop. Headline: “The only convertible that’s acceptable in certain circles. Such as the Arctic.”

Why it worked: It redefines what a convertible can be—no longer a summer-only indulgence but an all-weather, all-world car. The unlikely pairing of Arctic conditions and a convertible grabs attention instantly.

Stealable insight: Show your product thriving where it “shouldn’t.” Breaking a category stereotype convinces people you’re exceptional.

DIY swap: Find the environment or scenario where your product is “least expected” and show it working perfectly there.

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Most marketing eBooks tell you to “think outside the box.” Stealable Thinking reminds you the real trick is noticing what’s already inside it.

Stealable Thinking isn’t about theft—it’s simply thinking like a copywriter. It’s the knack of looking at campaigns, ads, and ideas and not seeing the polish, but the trick underneath—the one clever psychological lever that makes it work.

And when you learn to think this way, it’s like swapping spectacles: suddenly the blurry chaos of marketing and business problems snaps into sharp focus. You stop seeing “ads” and start seeing levers—clever tricks you can pull for yourself.

Inside you’ll find:

• 10 essential principles of Stealable Thinking—the mental judo moves that let you spot the hidden trick behind any piece of communication. Think of them as the x-ray specs for advertising: once you see the bones, you can build your own.

• Then there are 41 mini case studies of successful ads—each one stripped down to its one stealable idea, why it worked, and a “DIY version” for challengers who don’t have a Super Bowl budget.

Buy it and Stealable Thinking won't just change how you read ads—it will rewire how you solve business and marketing problems.

Your pal,

Miguel Ferreira

🚀 Founder & Chief Copywriter: Teardwn
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🏂 Side projects: 🐶 Goob Hotels + ✍🏼 Nobody Reads Ads + 💭 Snackable Copy Tips