Ad concepts and some thoughts about them. From freelance copywriter & creative consultant with broad broad consumer & business-to-business experience.  

Conceptual development --
Case: A waterless hand cleaner
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Okay, this seems to be working. In the home market, probably most people aren't all that enthusiastic with greasy, dirty chores. This speaks to them. It at least hints at the no-grit part. Not only that, but more headlines virtually write themselves! (If they don't, maybe your concept isn't working). How about "How to turn a dirty job into a soft one"? More! More!

Wait! Wait! The creative is just wordplay. Can we make the ads work harder? It should would be nice if we could make the "no-grit" message an equal partner...BACK


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