Quite Possibly the Best Ad Ever

2009-07-60

Yes, Rafa. It must be love. Love for your incredibly chiseled arms. Oh, what, I was supposed to be talking about how effective this ad was. Sorry, I got a little distracted.

A few days ago I stepped off the subway and like any good New Yorker, I made a beeline for the exit. Then I saw this ad for the U.S. Open and stopped in my tracks. Suddenly I remembered that I had not yet bought my tickets, a must-do even though my budget is severely limited these days.

Advertising has two main goals: either to increase awareness of the brand, or to directly increase sales. For an ad to work, people have to notice it, and they have to remember it. (There is an advertising adage that people have to see something six times before they’ll remember it, hence why you can be bombarded by ads for the same product.) If the goal is to increase sales, people have to be impacted by the ad enough to then complete the purchase.

Rafael Nadal’s ad for the U.S. Open worked on all levels. I noticed it so much that I actually stopped in my tracks and turned around to go back and stare at it. I loved it so much that I took a picture of it. It’s only a matter of time before I click the check-out button on the tournament’s website. Rafa, it’s all your fault.

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