NORTHERN PLANNER

Saw this ad in the Observer. I thought it was good visual idea, dramatising the line ‘avoid getting old ahead of time’.

The problem was, I was damned if I knew what they actually do. They probably wanted to intrigue me enough to go to the website. They did, but then I had to play an irrelevant game. It took another three clicks to find out they sold childcare products. It’s no good engaging with your audience if they don’t know who you are and you don’t tell them why you should care.