Fit and Trim dog food

How do you talk to a pet owner?1 of 3

THE PROJECT: Years ago, I showed these class project ads in my portfolio, to a variety of creative directors. Some liked the ad on the left much better, others chose the one on the right.
      I began asking about this, and a pattern emerged. People who'd owned a dog generally preferred "How do you explain." No clever pun, but more relevant communication. The lesson: Know your audience, and advertise to them.

While I'm at it, here are some other treatments...

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For my portfolio, see Samples.

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