I’ve seen a fantastic ad that cuts through the usual shit with a remarkably incisive, confident, friendly way of pointing out a product benefit and getting you to like the brand and the product behind it.
It treats you with respect and manages to engage you in a ‘conversation’ that is somehow invisible.
Crazy, I know, but it is written so skillfully, it presents only one side of the dialogue, yet manages to elicit a response from the reader all the way through it. That response is like being gently led somewhere you had no intention of going to, but with your willingness to make the journey increasing with every word.
And how clever is that? It’s going beyond all the ‘would you like to join a bunch of people who are happy to admit publicly that they like Vimto?’ digital bullshit and instead engaging by using nothing but a piece of paper and 100 or so words.
The other great thing is that instead of relying on ridiculous over-dramatisation of a slight or non-existent product benefit, it simply lays out the truth with intelligent self-deprecation.
It’s just a shame that even with all the tools of 2010 at our disposal, nobody comes anywhere near to producing work of this quality.
It’s as if we’ve been given the chance to stand on the shoulders of giants and instead, squatted down over the oversized scapulae and curled out something moist, brown and smelly.