If you’ve been on the internet this week, you’ve probably seen it. Maybe you’ve smirked. Maybe you’ve clicked. Maybe you’ve wondered how Oura managed to take a borderline rude phrase and turn it into a brand flex.
We’re talking about the “Give Us the Finger” campaign by Oura Ring. Yes, it’s cheeky. Yes, it’s brilliant. No, it’s not your average wellness campaign. It’s a masterclass in how to grab attention, stay on brand, and start a conversation without losing your cool.
The Genius of the Phrase
Let’s start with the obvious. “Give Us the Finger” is a headline that makes you pause.
It’s:
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Irreverent but relevant
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Playfully provocative without being off-brand
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Tied directly to the product in a literal sense (hello, finger-based health tracking)
This isn’t clickbait for shock’s sake. It’s a wink from a wellness brand that knows its audience is smart, slightly rebellious, and open to a little edge in their elegance.
Why It Works
What makes this campaign so effective isn’t just the headline. It’s the way Oura integrates product education, brand attitude, and lifestyle imagery in one tight narrative.
Let’s break it down:
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Clear visual identity that plays well across platforms
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Consistent tone of voice that balances intelligence with wit
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Focus on benefits without resorting to hard-sell tactics
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Cultural awareness of how people respond to humor and irony online
Plus, it’s timed perfectly. With wearable tech booming and wellness being aspirational, Oura positions itself as both functional and fashionable.
What Brands Can Learn
You don’t need to drop a mic-level phrase to make your next campaign a hit. But you do need to get bold about clarity, tone, and relevance.
Here’s how to take a page from Oura’s playbook:
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Lead with what makes you different, not just what makes you great
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Don’t water down your copy. Your audience can handle smart messaging
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Use unexpected phrasing to drive attention back to the product
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Be visual-first, but make sure the story underneath is just as strong
This reminds us why we love working with brands like Oura, where bold, creative, smart storytelling, and product clarity all work together. It’s not just about looking good. It’s about saying something worth remembering.
More Than Just a Ring
Oura didn’t just ask for the finger. They asked for trust, interest, and a conversation ~ and they got it. That’s what happens when you stop chasing trends and start owning your story.
If your brand is ready to ditch the safe and aim for unforgettable, we’re here for it.
Contact WMD and let’s build your next bold moment.
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