🎓 Advertising masterclass from Young & Rubicam

Here’s what makes it great:

1. The setup: “You’d expect to pay a nickel” establishes a reference point in the viewer's mind regarding the nail’s value. This sets up a punchline later on.

2. Visual appeal: The nail is presented as the central visual focus, emphasizing its importance and uniqueness. This simplicity draws the eye and makes the nail the hero of the ad. It generates curiosity: “What makes this ordinary object so special?”

3. The punchline: This nail is surprisingly less expensive than the viewer expected, especially now that so much perceived value has been created.

4. The design: The use of a black background with white text is uncommon and attention-grabbing. This often makes ads less readable but it seems to work in this case because there is limited copy.

5. The takeaway: A clever message that adds credibility to Young & Rubicam’s advertising expertise. This ad demonstrates how a dull, seemingly uninteresting nail can be made interesting.

The copywriting is excellent 👏