As you listen, try to guess what they’re advertising. (They don’t reveal it until they’ve used up 45% of their commercial time.)
The “Hey, Mister” line is clever. It’s also phony as can be. Some “creative” person is showing off. The “magical place” line is cute, too. And it causes you to assume the message ultimately will lead you to lower medical costs — not to savings on prescriptions.
What’s the big message? “$4 PRESCRIPTIONS.”
That’s a potentially powerful lure.
HERE COMES THE CLUE TRAIN: When you’ve got a powerful hook, lead with the hook.
Of course, after they reveal what they’re selling, they contradict themselves completely and confuse us unredeemably: It’s a “simple way to save.”
Here’s how “simple” it is:
• Pay $4 for 300 of the most common prescriptions.
• Pay $10 for a 90-day supply.
• If you’re a Target credit card holder or a Target check card holder, you’ll earn a “Target Sale Day” with every ten prescriptions you fill. (You’re taking notes along with the rest of the audience, right?)
