The New Yorker - USA (2020-11-23)

The problem with advertising

these days is that it is too

focused on sales. For an ad like

this one to be

considered

successful,

it has to

first get your

attention and

then provide

you with some-

thing so amazing

— like a set of

features or unique

selling points or

a solid promise

— that you’ll put

down the magazine

you are reading

and rush to the store

to purchase the product. To help

increase the chances of this

happening, some ads include a

“call to action” feature, which

is a gimmick so ridiculously

unbelievable — like buy one and

get 197 free — that you don’t

have any choice but to put down

the maga-

zine you

are reading

and rush to

the store to

purchase the

product. Good

thing that

this ad for

Oatgurt* isn’t

like all those

modern ads. It’s

only interested

in providing you

with an oversized

cute visual of the

package, an over-

promising headline, a totally

nonsensical call to action but-

ton and an asterisk with a side

note to tell you what the product

actually is.

*As a side note, Oatgurt is not yogurt, because yogurt is made with dairy and has no oats, while Oatgurt is made with oats and has no dairy.

IF THIS AD DOESN'T

CONVINCE YOU TO

TRY OUR OATGURT,

NOTHING WILL.

CALL TO

ACTION