I remember seeing this ad for Penn Tennis Balls, in an ad agency conference room some 20 years ago. It is etched in my memory ever since.
Agency: Fallon McElligott
Not sure if the Brand Manager asked ‘where’s the product window?’ or ‘aren’t we explaining what makes our product better?. But today, chances are advertisers are likely to point to such ads and say, ‘See, we want clutter-breaking ads like these. Can’t you guys be more creative?’.
Comparative advertising has been around for decades and has been handled in many ways – factual, hard hitting, provoking, audacious. This one just seems right for the category.