Agencies tend to want a concept behind an ad – a big idea. Clients often want their product and offer to be the focus. The balance between the two can be tricky. Sometimes, a compromise works – an unexpected headline or image to support the idea, but a big, bold block of copy to explain the product or offer.
Sometimes it doesn’t.
This is the cover of a Panago coupon book. I’m guessing there was an idea for this cover once. It’s there in the starburst – “Be free. Go play. Order Panago!” The idea being – ordering pizza lets you have more time to enjoy your day. Maybe the original picture was of a family enjoying pizza on a blanket in a park.
Then someone came along and made the offers and product the focus. I’m not disagreeing with that – after all, it is the cover of a coupon book. What I don’t like is that little bits of the idea remain – the starburst copy (which was likely the original headline) and the line “It’s going to be a good day!” Now there’s three headlines laid out as separate elements on the cover, and I’m left confused.
It reminds me of the old joke: What’s worse than finding a worm in your apple? Finding half a worm. I think, more often than not, an ad should either be concept-driven or offer-driven. Half an idea isn’t a great thing for a consumer to bite into.