THE PRODUCT: Fit and Trim dog food
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 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.