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A fun concept can work well in the right situation.
We just have to recognize the conditions that will make the most of a lighthearted approach. This ad ran in a trade publication for builders. Its audience was very familiar with the advertiser because of the many years BIA had placed ads in the same magazine. In such a situation, friendly readers already have a head start on understanding the message. Instead of being puzzled, the unexpected headline and picture tantalizes them into guessing why painters, carpenters and wolves don't like brick even before they read the text. So, like brick, hard working concepts rarely corrode, rot, split, warp, dent or peel. And they're nearly impossible to blow down as the copy whimsically goes on to point out.





The best creative concept imagineable 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, 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.

Total Ideas: 12
Showing: 11-12
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