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The best creative concept imaginable is often the plain truth.
If the product to be advertised is truly extraordinary it makes little sense to beat around the bush. In this case, magician Timothy Conover had the credentials and work experience that made him the leader in his particular sector of the market with little qualification necessary. Once he and I had settled on the headline message, only a key visual was needed for support. Since Tim's identity was already established in the logo, the tools of his trade were used as a focal point to help the headline pull readers into the ad's copy.
Great credibility can be found in the details that aren't so obvious.
This ad is about an insurance salesman who really cares. For starters, he has a long and consistent record of doing many wonderful things on the job. There's no doubt that he is willing to go the extra mile to help clients and co-workers. We could have talked about that
It's what he does after work, however, that really makes him shine. Way down at the bottom of his bio there was a small mention that he does some volunteer work with disabled kids. This turned out to be at least a few hours per week. That's his own time we're talking about. Now, there is no question that we're learning about the true heart of a guy who deserves recognition. And that such a selfless contribution is the kind of positive effort an organization would do well to showcase. This experience taught me the importance of carefully studying everything available to make sure that the headline capable of evoking the most credibility isn't overlooked.
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