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Dog food: Two concepts
What appeals to most people may not be what appeals most to dog owners.
Advertiser: Fit & Trim dog food
Media: Magazine Ad
Years ago, I showed this and another class project ad to a variety of top creative directors. Some liked the one that said "How to avoid the dog pound." Others preferred this one. I began asking about this, and a pattern emerged. "How do you explain" appealed more to people who'd owned a dog.
No clever pun, but more relevant communication. The lesson: Know your audience, and advertise to them.
See other approaches to this product in the "tutorial" section of my site.