Our real job is smuggling

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Screen shot 2013-04-07 at 10.01.35 PM.jpgBy Simon Veksner

It’s often said that ads need to be entertaining because the entertainment allows us to ‘smuggle in’ a product benefit – the bit that is the commercially effective part of the ad.

I agree with the smuggling theory, but I actually think it works the other way round.

In other words, I reckon the function of the product benefit is to justify the entertainment. And it’s actually the entertainment that is the commercially effective part of the ad.

Take this new ad in the Got Milk? campaign….. READ MORE