Every once in a while I come across an ad that is so good I can’t wait to share it with you. And then there are the ones that I want to share because I just don’t get it, like the one above for Extra gum. I simply don’t understand what they are trying to say.
Well, that’s not totally accurate. I assume that the message is that the gum is long lasting. But you almost have to intuit that thought, because it surely is not communicated in the ad. Not in the headline, not in the slogan, not in the visual.
Though admittedly that thought is referenced in the single line of copy, “Sometimes, the little things last the longest.” But it comes out of nowhere, or, giving them the benefit of any doubt, at its best is a convoluted link from the headline.
I do like the fact that the ad is not cluttered. Just wish it were clearer.
Got the idea?