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!


About Case

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