Marketing Genius from Maple Creative


Marketing tips, observations & philosophy, plus a few rants and random musings - from those who practice, preach and teach marketing, research, advertising, public relations and business strategy.

Monday, September 19, 2005

Great Ads #2 - Dyson

This ad from Dyson is the next in our continuing series of ads that we love. It appeared in the October issue of Vanity Fair.

Visually, the reader is hammered with a bold product presentation. The bright yellow of the Dyson sweeper contrasts strongly with the black background of the ad. The product almost seems to float on the page. This great design helps to convey the sense that this product is unmistakably something different ... something special. It looks technologically advanced and ... well, hip.

I love the fact that the owner of the company puts his name on the ad. This gives me a comfort feeling, a sense that the product will be supported with a strong guarantee or warranty.

The Dyson USP (unique selling proposition) is impossible to miss, repeated in the headline and the copy: "Our sweeper does not lose suction." The cleverness of the Dyson campaign, overall, is the way in which it creates a concern in my mind that did not exist previously. To me, that is a hallmark of a great ad. The copy is tight, sparse and effective. I especially love the phrase "incredibly high speeds."

For more on the Dyson campaign check here.

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