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November 9, 2007 / davebirss

Creative Cheat Sheet: Part 9

Tell the truth

Revolutionary, or what? Most people have a healthy distrust of advertising, so being blatantly honest can have a dramatic effect. Look at the old classic Avis campaign – ‘We’re number two, so we try harder’. Genius! They hit you with something so surprisingly truthful in the first half of the phrase that you have no option but to believe the second half.

Or how about Skoda’s advertising? They never tried to hide the fact that they had a stinking image. Instead, they capitalised on it. The whole campaign was even stronger because it was backed up by award winning products. It convinced me enough to go out and buy one, anyway.

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