We try harder

It’s nice to see a product benefit communicated so simply.

The following ad for John West salmon, a tinned product in a market crammed with competitors like the proverbial sardine in a tin, hits a simple message directly on the head in a way that has immediate appeal – out of ridiculous exaggeration.

What’s so beatiful about this execution is it makes a serious point but allows you to laugh at the company’s claim that they try so hard to please you. Years after it was first aired, the ad is still pulling in the viewers on You Tube – already more than 1 million.

The “honest, we do our best” approach reminds me of a tack taken for 40 years now by what was the No2 car rental company in the States: Avis. Its arch enemy, Hertz had been setting the pace in this market for years (and it still claims to be the No1 on its website). It’s slogan for a long time: Love Hertz (play on words with “love hurts”). Avis, constantly vying for pole position, decided it wanted people to know that, as the No2, they do not just sit back and give up.

The slogan, and thus the benefit people associated with them for years: “We try harder”.

Alex Woodruff

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