Using two thirds a commercial for jokes is at least one third too much.
AdHaikuesday is a collection of musings about advertising offered weekly by G&R in the 17-syllable Haiku style.
Each month, we use the experience we’ve gained through our 60 years of advertising research and 200,000 ad tests to comment on the successes, short-comings, elements, and approaches of current advertising creative.
We encourage readers to suggest alternative haiku about the advertising we feature, or share their own haiku on our Facebook page.
Benefits and risks need both sound and sight to be fairly balanced.
Print Ad 101: for someone to act, they must first see the message.
Visualization, linked headline, solid support make for ad success.
Without a reason to believe, even ads that look good won’t sell hard.
Evocative, but indirect, this ad misses professional grade.
Ford goes further by doing “Best Selling” not as hollow brag and boast.
Heritage matters, but on the big stage, not as much as distinction.
An ad seven years old today; as great now as it was way back then.
When sugar was fine, a Coke ad could be just sweet. Now, neither is true.