Why chewing the fat is the Ad Man’s Kryptonite
It all used to be so beautifully easy. The Venerable P&G Rule Book for Effective Advertising codified the perfect 30-second ad in 5 easy steps: (1) set up a relatable context – cue woman-next-door in wholesome nest, (2) define the problem statement – children’s lifetime of happiness in ruins over vexing mud stains on pristine cricket gear, (3) offer relief – behold! it washes whiter!, (4) back up with evidence – confusing but strangely credible-looking animation of miraculous washing molecules, and (5) end with a close-up of the pack to a happy jingle – the ad-man’s money shot.
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