The challenge for those of us who create advertisements is rarely finding a good promise to make. More often, it’s deciding which one message will be the strongest—and having the discipline to trim out all the other good, but nevertheless diluting, messages.
This ad shows how much more powerful a single, well-executed idea is than an ad that tries to say too much. By focusing on the “forty cents” concept, the message is unmistakably clear and memorable.
Of course, more could be said. But they wisely resisted the urge to give added facts or details that compete with the main message.
Sometimes it’s what you edit out that makes what is left work so well.