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15/03/2006
Campbell's damn good advertisement
I’ve seen good ads in this lifetime and I always pay attention to the excellent ones. And I have found a damn near perfect one. If not for the colour and parlor of the ‘coaster’, I would have called it the PERFECT ad.
The advertisement I am talking about is Campbell’s ‘No vegetable in vegetable soup’ ad.
The advertisement is printed on a coaster which is a long-term gift item. Smart move. You want to leave a consistent and permanent image in the mind of consumers. PLUS they don’t make ads like this anymore.
It is somewhat editorial, very direct and slightly on the long side. Most Malaysians or Asians wouldn’t consider it to be a good ad. Sadly, most Malaysians would prefer the ‘We have the best deal in the world’ ads or ‘Superb pricing and excellent quality’ ads. So direct that you’d know what’s coming at you a planet away!
Anyway, here’s what a good ad, in my personal opinion, should be like.
CAMPBELL’S NO VEGE IN VEGE SOUP AD
*** start of ad ***
Headline:
THERE IS NO VEGETABLE IN OUR BEST-SELLING VEGETABLE SOUP.
(One smart move. No cliché exclamation mark there. Just a full stop…like very nonchalant about it. It gets your attention with the headline, as in, WHAT? NO vegetable in your vegetable soup? Then what IS in there – plastic?)
Editorial:
How utterly scandalous!
To think that for the past 130 years, America’s favorite vegetable soup has been made, not from a single delectable leaf of vegetable. But amazingly, from fruit instead.
Alas! It is true.
And not just any run-of-the-mill fruit, mind you.
Ripe, luscious, juicy tomatoes, to be exact.
“But isn’t that a vegetable?”, you argue.
‘fraid not, maam.
You see, the tomato as it turns out, is not what it’s perceived to be.
Grown in England as an ornamental plant, this berry (Yes!) was carried by colonists to North America in the 19th century. But because only vegetables were taxable in days of yore, the Customs for the Port of New York conveniently labeled it as such. And it has been known as one, ever since.
Fruit. Vegetable. Whatchamacallit.
It doesn’t matter, really.
Semantics, after all, is not on our list of priorities in bringing you the best tomato soup there is.
Unlike, say, quality.
The quality of our tomatoes, for instance, which are specially grown at a specific day and night temperature differences of 13 degrees Celsius.
Then tenderly ripened in nature’s womb of alluvial that’s 100% au naturelle. And harvested at the optimum level of antioxidants and fructose that your body needs.
To stay hale and hearty.
That’s why we are especially proud to admit, that not only do we use fruit in our best-selling vegetable soup.
We use only the best ones.
Ironically, that leaves us with a niggling question.
If our best-selling soup is made entirely from fruit, shouldn’t it be then be our best-selling drink instead?
Oh, boy.
Here we go again.
**end of ad***
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