Deconstructing Ads: Why Burger King’s Breakfast Muffin Sandwich Ad Is Criminal

In this post, I’ll deconstruct Burger King’s “Breakfast Muffin Sandwich” ad, exploring why it fails to persuade, and how you can avoid making the same mistake.

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Deconstructing Ads: Verizon Clobbers AT&T With A Map

In this post, we’ll deconstruct Verizon’s very first “there’s a map for that” ad, exploring what makes it so popular, powerful and persuasive.
First Mental Image (FMI):
A twenty-something college student effortlessly

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Deconstructing Ads: Southwest Airlines Loves Your Bags

First Mental Image (FMI):
Five airline baggage handlers standing on a tarmac, proclaiming that Southwest Airlines loves bags.
The ad establishes a solid theme with its first mental image. A baggage handler is a credible spokesperson for baggage.
The Message:
Simple and straightforward. Unlike most airlines, your bags fly free on Southwest.
Southwest successfully leverages the law [...]

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Deconstructing Ads: San Diego Zoo’s Elephant Odyssey

First Mental Image (FMI):
Two Columbian Mammoths enjoying a mud bath.
Happy animals. A good First Mental Image, especially if you’re advertising a zoo.
The Message:
We soon discover that our two heros are soaking in a deadly tar pit. At this moment, the ad takes a disastrous turn down Flop Lane.
Here’s why: Conjuring an unpleasant mental image [...]

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Deconstructing Ads: USPS Flat Rate Priority Mail Campaign

First Mental Image (FMI):
Attending a business seminar. Learning from a team of experts who are teaching you how to run your business more efficiently.
This ad opens with a solid first mental image. A business seminar is a familiar, non-threatening environment. And most small business owners have attended at least one business seminar in the past [...]

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