My favorite part of Direct magazine is The Makeover Maven, where Tom Collins take a mediocre ad and turns it into a horrible ad. It leaves me in stitches. January’s victim was KitchenAid’s understated ad, clearly aimed at people who care more about impressing their neighbors than they do about what makes it tick. It’s not a product news ad as Tom states, but rather a brand-building ad.
The original copy was crisp, and I got the point about the steam by the third sentence. It took Tom twice as many words to muddle the same information. His clarion call
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