Keep It Short

There’s a billboard I came across recently with an ad for Stella Artois. A man is staring at at blond woman drinking a Stella. The tag line is “She is a thing of beauty.” 

I really don’t get the tag line. Why not just say “Beauty”, that would make the same point, no? Or leave the text out all together. Some friends of mine I showed the photo to agreed. It is as if the ad agency is paid by word.

Get to the main idea. Convey it. That’s all!

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About Case

Managing Director at Black Isle Group Asia, helping executives stand out when they speak.
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