Deconstructing Ads: USPS Flat Rate Priority Mail Campaign
First Mental Image (FMI): Attending a business seminar. Learning from a team of experts who are teaching you how to run your business more efficiently. This ad opens with a solid first mental image. A...
View ArticleDeconstructing Ads: San Diego Zoo’s Elephant Odyssey
First Mental Image (FMI): Two Columbian Mammoths enjoying a mud bath. Happy animals. A good First Mental Image, especially if you’re advertising a zoo. The Message: We soon discover that our two heros...
View ArticleDeconstructing Ads: Southwest Airlines Loves Your Bags
First Mental Image (FMI): Five airline baggage handlers standing on a tarmac, proclaiming that Southwest Airlines loves bags. The ad establishes a solid theme with its first mental image. A baggage...
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Deconstructing Ads: Verizon Clobbers AT&T With A Map
Click here to view the video on YouTube. In this post, we’ll deconstruct Verizon’s very first “there’s a map for that” ad, exploring what makes it so popular, powerful and persuasive. First Mental...
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Deconstructing Ads: Why Burger King’s Breakfast Muffin Sandwich Ad Is Criminal
Click here to view the video on YouTube. In this post, I’ll deconstruct Burger King’s “Breakfast Muffin Sandwich” ad, exploring why it fails to persuade, and how you can avoid making the same mistake....
View ArticleI Hate Miracle Whip… But I Love This Ad
In this post, I’ll deconstruct Miracle Whip’s “Take a Side” ad, explaining why its one of the best ads I’ve seen in awhile. First Mental Image: “On a scale from one to 10, I HATE Miracle Whip at like...
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How to Make the Heart of Your Customer Roar with Passion for Your Brand:...
In this post, I’ll deconstruct the Dodge Challenger “Freedom” ad, and peel back its many layers of persuasion. First Mental Image (FMI): A Revolutionary era British soldier/scout running, frantically,...
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How Domino’s Leverages Credibility Full-Tilt to Elevate Awareness and...
Today, I deconstruct Domino’s “Rate Our Chicken” ad, which, with it’s direct, left-brain approach, contrasts nicely with the symbolic, right-brain Dodge Challenger “Freedom” commercial. Both are...
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How Creativity and Entertainment Can Demolish Your Ad’s Ability to Convince:...
Today, I deconstruct the Honda Odyssey “The Van Beckons” Ad, and together we’ll learn why your message must resonate with your customer in order to drive sales. Miss the mark, even by a smidgen, and...
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