In a world where “being clever” so often is mistaken for “creating effective advertising,” this magazine ad blew my socks off.
Obviously, photography is not one of my strengths. (Note to Self: Maybe it’s time to replace the long-dead scanner.) But here is a homemade photo of the full-page ad:
The Ad I Ripped Out Of A Magazine
The instructions to the reader:
1. THINK
2. TAKE CAMERA PHONE PICTURE
3. SEND TO SOMEONE DESERVING
4. BASK IN YOUR AMAZINGTUDE
Immediately above the orange box it says:
CENTER YOUR CAMERA ON TEXT AND CLICK
And a close-up of the box within the ad:
This advertisement intersects the lives of its readers — the majority of whom have cell phones that take pictures.
It gives a very clear, specific, step-by-step Call To Action.
And it’s viral.
Perhaps only 2% of that ad’s readers (I’m making up a percentage to illustrate this point) would be interested in beoming a Big Brother.
But 90% of them know someone whom they think would be a good Big Brother. And some of them will snap the photo and email it to that someone — transforming an impersonal magazine ad into a sincere, emotionally charged recommendation from a friend.
Wow.
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Dan,
Reading the first line of this post, I could almost hear the voice of the late Don LaFontaine reading it. Was he in your head when you wrote it?
Good piece. And I agree, exceptional ad. Engages the reader, speaks to him as an individual – even (as you pointed out) as a friend might.