Clients, please trust your agencies when they tell you that there is too much going on in your ad and ask to cut back.
Businesses, like some people, tend to cover too much ground about themselves when given the opportunity, such as an ad.
You can probably recover personally from going on endlessly about yourself during an encounter. But out there in media land, your busy ad will be ruthlessly tuned out and will probably not be given a second glance again, despite all the media money you are committing to it.
If you can be short and sweet, your audience will far more likely welcome further engagement with you. If, however, you seize the moment to blab on about everything you think is great about yourself and include as many call-to-actions as possible, please don’t be surprised that the idea got lost (hoping there was one), the ad didn’t work and that no one wants to play with you now at recess.
Say one thing. Say it well. Say it memorably well. Then shut up.
Like these did.