The subject of research in this final paper is creative advertising, which aims to increase the visibility and retention of attention to the advertiser and its offer. The advertising industry, due to its presence in almost every segment of social, economic and other systems, increasingly contains knowledge from various sciences. Nowadays, the growing importance of the digital environment increasingly affects marketing activities as well. Creative advertising aims to achieve business goals and create positive attitudes towards specific ad formats and brands with the aim of encouraging consumers to take the desired action. Therefore, the main goal of advertising is to encourage the target segment to make a trial or repeat purchase, but also to create awareness of the subject's offer in a broader sense. Due to the rapid advancement of digital media, the effectiveness of traditional advertising methods is rapidly declining. The aim of this work is to show how creative advertising works, what are its features and whether there are certain negative implications when implementing it. Creative advertising is considered an essential part of the proposition and as such is very important in the business of any company. This thesis can be useful to people who are starting a new company, because in this way they will get an impression of the functioning of advertising, which can often be evaluated as the most important segment of marketing communication after the price and quality of a certain product that is placed on the market.