It's one of the oldest advertising techniques in the book, but it still works like stink.
It’s demonstration. Or in this case, reverse demonstration.
Take a look at these three ads for Colgate dental floss. Click on the images and blow them up big.
What do you notice?
That’s right. The horrible bits of food stuck to the teeth of the three guys.
So Colgate are carrying out a demonstration. But in reverse. They’re not showing what happens when you use their product.
They’re showing what happens when you don’t.
You get bits of your lunch embedded in your gnashers.
And that’s the only thing people will see when they look at you.
Don’t believe me?
Take a look at the ads again.
Did you see the lady’s six fingers in the first ad?
Or the floating third hand in the second ad?
Or the fact that the guy in the last ad was missing a right ear?
It’s a great idea. And it leaves you thinking what a brilliant ad. What a brilliant product.
And where can I buy some?
Because no one wants to have teeth that look like that.
But, as I said, it’s one of the oldest techniques in the book.
See what I mean.