Did this ad make you read the copy clear to the end? It did us.
This ad (click to view larger) from a series created by a Minneapolis-based agency cleverly plays off research findings which revealed that people were more likely to have a sympathetic reaction to images of abused animals than to photos of abused children.
It works on several levels:
- The headline and the photo are arresting, and evoke an immediate response—drawing the reader in.
- The copy is compellingly written, and does a fine job of telling a story and making a point with limited words.
- It’s simple, and pared down to the most necessary elements.
This didn’t require an expensive photo shoot, but just a big idea that was executed well.