Most people spend their lives trying to avoid ads. Not me. This may make me a complete marketing nerd, but I actually enjoy reading ads. I have for some time now. I love studying the different approaches of persuasive communication. I love attempting to uncover the underlying value propositions under each ad. I love just seeing how other marketers are attempting to communicate value to their potential customers.
Recently, I was on a Delta flight to San Diego, and I began to sift through the different ads in the Delta Sky Magazine. The first ad that caught my attention was an ad from Little Caesars. Now, I am no Little Caesars expert by any means, but its brand real estate in my brain up to that point was simply this: We do cheap pizza.
This ad was trying to combat that perception in a decently creative way.
Ad #1: The creative (indirect) type
The ad was mostly made up of white space (or perhaps orange space). The first positive thing about this ad was that it stood out from the other pages. It also had one bold image in the middle — an industrial mixer. A single line of ALL CAPS text centered beneath the mixer simply stated, “Saving the commercial mixer from becoming extinct.”
Now, there are very few elements to this ad. Its creative is simple and elegant. Its creative also takes an indirect communication approach. David Ogilvy (widely hailed as “The Father of Advertising”) would be proud.
What are they trying to say by putting a big picture of a commercial mixer? What do you think the implied value proposition is? What is the message underneath the creative approach?