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Badvertising vs. Goodvertising

January 31, 2017



Copywriter Luke Sullivan opens his book "Hey, Whipple, Squeeze This - A Guide to Creating Great Ads" by discussing the paradox of the infamous Charmin molester, Mr. Whipple. Studies in believability showed that the 1970s Charmin TV spots featuring Mr. Whipple scored dead last repeatedly. "When asked which campaigns they most disliked, consumers convicted Mr. Whipple...Charmin may have not been popular advertising, but it was number one in sales."

So badvertising can sell. Goodvertising can sell too. What advertisers need to ask themselves is, which resonance do you want to leave with your customers? To those who would defend advertising based on sales, the author asks: "Would you also spit on the table to get my attention? It would work, but would you?" P&G created 504 ads featuring Mr. Whipple. 

Sullivan's book is recommended for anyone interested in the mechanics of ad creation...it could have been titled "The Agony and the Ecstacy." 

Buy the book on Amazon

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