There is something to be said for witty advertising ... as long as the wittiness doesn't get in the way of communication. The challenge for advertisers is to develop advertising where cleverness enhances rather than diminishes communications.
Here's an ad that's probably on the borderline between good and awful communications.
The creative team that was given the assignment was obviously aware that this would be seen in a travel environment.
The headline they created "Trinidad OR Tobago?" is based on the notion that readers of National Geographic Traveler know about the islands of Trinidad and Tobago. So, they decided to be clever and write an ad that had a play on the name of the islands. This can be effective sometimes because it causes the reader to stop and think ("isn't it supposed to be Trinidad AND Tobago?")
But, what does all this have to do with the Ford Explorer?
The connection is made in the relatively small-font copy: "Best-in-class highway fuel efficiency and 7-passenger seating. And is better." It's a stretch that many people will really get the connection.
One measure of effective advertising is whether the casual reader or viewer can "get" the message if they are just scanning the media. In this case, the message works (kinda) if one takes the time to read the copy. If you are just glancing at the magazine, you may not even know that this is an ad for the Explorer. The name is buried in even smaller type below the copy block.
Good advertising? I'll let the reader decide. But whoever reviewed and approved this ad should ask hard questions about its effectiveness.
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