Giving a brand a clever steam clean

They say good promotional communication should make life easy for a target audience – the less work they have to do to get the message, the better. But is it true?

In the case of this print ad for a prescription antacid with the advantage of being ‘cleaner’ than its competitors (that is, having fewer side effects), we felt it would work best to have the audience finish the headline by visual association. When a brand asks an audience to work things out, the brand itself is perceived as clever – no small accomplishment. And what better way to underscore this value than by incorporating Alessi’s ‘Kettle with Bird’ with clever copy in steam formation. Tweetable stuff.