I know, I know, I’ve really been lavishing the praise on this Starbucks effort, but it’s just such a good example of how transportable an extraordinary advertising approach can be. I started with a print ad, next it was a bus shelter poster and a couple of hours ago, it was a big, 24-sheet outdoor board.
An outdoor board that I was not looking for, I was driving my daughter back from an indoor soccer game along a route we take many times a week and over the course of which, I manage to ignore completely dozens of examples of ordinary advertising writ large.
So what was different with this board?
First of all, I’ve now been trained to respond to the distinctive look of these ads. I’ve been rewarded for noticing them in the past, so now I’m unconsciously predisposed to pick up on that look again in anticipation of yet-another rewarding read.
This one was no disappointment. The headline read: “To describe its chocolateness would deplete the world’s supply of adjectives.” Once again, some charming hyperbole in the service of Chantico’s superlative degree of chocolate taste. And just to drive home the seductive power of this charm, any rational deconstruction of this line would have to lead to the realization that among the “world’s supply of adjectives” are words such as disgusting, putrid and loathsome. But to tell you the truth, the thought never occurred to me until I sat down to write this.
Amazing, huh?
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