Advertiser: Fit & Trim dog food
Media: Magazine Ad
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.