Chiat/Day was a just another ‘new’ agency in a crowded space. The didn’t have the clientele to say
“Look, these brands trust us, so you should too”.
You’re unlikely to land marquee accounts with such reputation. Chiat/Day set out to change it.
By tailoring ads for specific clients/industries they wanted to work with.
What makes these ads special? Zoom in and you’ll see the
- have a powerful headline
- explain why they’re good
- appeal to the client’s ego.
But importantly- they have a guarantee. And it instantly takes the vulnerability out of prospect’s mind.
Their guarantee (incase you didn’t zoom in earlier)
Roughly 30% of the ad is giving the client an assurance
- that their sales will increase.
- how long it will take to do so (6 months in Ad-1).
If you’re running an ad or making a claim, add a guarantee. If you can’t then go back and do what it takes to add one.