Comments on: How to design an ad no one will read

By: Barb

Barb — Fri, 14 Aug 2009 15:49:48 +0000

I bought that damn grass too! About killed myself trying to plant it. Thank god it was cheap at least. Never again…

By: Nancy

Nancy — Wed, 11 Mar 2009 06:41:29 +0000

Hey guys- I bought that grass- it isn’t all it’s made out to be! I like their ad though and obviously it worked for me and that was about 9 years ago!

By: Cynthia Maniglia

Cynthia Maniglia — Sun, 01 Mar 2009 02:10:01 +0000

I dunno. The gun is a strong visual you don’t see in ads every day. Without even reading it, I think “public service message” about gun laws or something of the like. I think the copy at the bottom gets lost totally.

By: Dean Rieck

Dean Rieck — Fri, 20 Feb 2009 17:33:35 +0000

Mark:
Really, there are three possibilities. 1) The designer doesn’t have a clue. 2) The company management wants to play “advertising” with a cool looking ad. 3) An agency is trying to win an award. Or all three.

As for whether the ad is “scary,” I don’t think so. But we’re not going to have a political discussion on this site.

By: Mark

Mark — Fri, 20 Feb 2009 09:48:47 +0000

Whenever you see justified text, all caps, small phone numbers and contact text, you just know the designer has had complete sway over the project.

Also, the marketing director or client has unfortunately never heard of David Ogilvy who wrote a book on what not to do and what to do.

Whenever I mention Ogilvy to a designer they just roll their eyes and then look at me with distaste, by which time I’m walking out the door looking for another agency.

Now, I did read the copy, and I don’t know about you, but it made me cringe horribly.

It seems to be encouraging people to equip themselves to kill other people

Maybe it’s because I’m Downunder and I don’t live in a gun crazy culture like the US, but it’s a scary ad.

Any of you US guys find the copy scary?

By: Dean Rieck

Dean Rieck — Thu, 19 Feb 2009 17:20:18 +0000

Ted:
Yeah, I’m wanting that grass too. I know it’s probably not all it’s cracked up to be … but that’s the power of a good ad.

My father came up with the idea of “loop grass.” It grows to a given height and then loops back down into the dirt so you never have to mow. Where can I find THAT?

By: Janice Cartier

Janice Cartier — Thu, 19 Feb 2009 17:14:32 +0000

Totally bad integration. I love that you did this. Design IS communication. If the components are fighting each other-fail.

Form and Function. Cannot be said enough. Good design functions beautifully when its form achieves the results you are after.

I like this a lot Dean.

By: The Direct Marketing Voice Links: 2-19-2009 | The Direct Marketing Voice

The Direct Marketing Voice Links: 2-19-2009 | The Direct Marketing Voice — Thu, 19 Feb 2009 15:34:22 +0000

[...] DirectCreative: How to design an ad no one will read [...]

By: Ted Grigg

Ted Grigg — Thu, 19 Feb 2009 01:27:48 +0000

The first layout was controlled by a designer who was more concerned about design “quality” than response ability.

The second one works hard to show the product benefits by supporting the copy.

These key benefits are instantly magnified in the four graphic elements at the top left.
1. Less watering
2. Less mowing
3. Less weed pulling
4. Less fertilizing

Wow. I’ve got to get this grass because it requires personal less work for me and saves me money over the long term.

I think I see your point.

Now for you artists out there… the learning provided in to this example is that great design SELLS first and only rarely wins awards.

By: Michael Kelberer

Michael Kelberer — Wed, 18 Feb 2009 22:00:07 +0000

All too true. And what amazes me is how many (expensive) ads are out there that don’t even follow the How To Do An Ad 101 rules.
About which: http://www.michaelkelberer.com/articles/4keys4ads.pdf