I found this ad for Paper Mate’s Ultra Fine pen on the internet. This is a benefits and differentiation ad. Clearly, Paper Mate is insinuating that their pen can help you cheat by being able to write super small. I think Paper Mate is trying to differentiate themselves from the competition and this ad will definitely catch your eye. Whether you are a “cheater” or not. I love how clean the ad is. A crisp picture that is allowed to speak for itself. The company’s logo, a product shot and the name of the product are the only pseudo-headline in sight. Again, I think the visual is enough in this situation.
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