Afsah Faheem
Digital Synopsis, 2017
a) Opinion About the Ad
The headline used in this add uses a very clear, strong choice of words which can somewhat throw a person off if they don't immediately see the highlighter below. The overall ad with the text and image creates a very fun pun which is eye catching and humorous. The type of headline used can be identified as a 'direct benefit claims' and 'curious.' The ad gives a very clear message of what the product does, getting rid of unnecessary information or getting rid of 'crap' as it states in the ad itself.
In my personally opinion, when I first saw this ad and saw the words only, my attention was caught and then when I saw the highlighter, I let out a little giggle. It's a very fun and playful ad which very clearly gives off the purpose of the product and also gives off the playful voice of the brand. If I had to change one thing about the ad, I would move the image of the highlighter a bit closer to the text.
b) New Creative Copy
Headline: Cross out the unneeded.
Slogan: If you don't need it, then cross it out.
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