by Jeff Goss
People don’t look at advertising, they look at what interests them, sometimes it’s advertising. - Howard Gossage
Ideas that touch an emotion - ideas that make you laugh, smile, think and feel - achieve greater recall and results with far less media exposure and cost.
The product: Propane Gas hot water heater.
The prospect: The mom with a dirty kitchen, dogs, and kids. But also the mom who feels that “kids spend too much time with technology, they need to get outside and use their imaginations.” With this emotional factor, a solid direction to communicate our product’s benefit was born: The Blossman Lost Boy, and Girls!