An “Other Guy Ad” (as defined by yours truly) is an ad that features either a world without the product or the competitor’s product. So the whole thing is the opposite of the benefit.
I have grown weary of this creative gimmick / technique / crutch / template / default “solution”.
Episode 237: Kate Baynum, Copywriter at Goodby, Silverstein & Partners - Partnerships, evolving from an intern to a pro, and the thinking behind the "I am a witness" anti-bullying campaign
1 week ago