It’s a classic ‘pun and a picture’ ad. This has got to be the commonest creative fall back position. If a lot of sitational advertising is trying to leverage deep emotions and feelings, we can place most punning ads in the superficial category – no less effective because of it. When all else fails reach for the dictionary and employ a bit of good old-fashioned wordplay. Puns work by playing on the ambiguity and innuendoes of words – the amusing, clever or frightening double entendre. These combinations and connotations give the viewer’s mind a bit of a sensory workout (not unlike the effect of using humour in cartoons) and the reward for the advertiser of this stimulation is the attention required to get the message across and hopefully remembered.
The pun is often used to combine the values of your product with values the customers’ value, as is the case here.
The communication power of the pun is enhanced by placing the product in the customer’s context – in this case the sandwich in your kitchen.
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