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I am going to buy your product only if I âneedâ that. A good seller knows this trick, and explains all the reasons for why I need his product, whether they are right or wrong. The campaign for Cheer, the fabric detergent for black clothes, cleverly uses this trick.
An oversized man or woman will naturally try to rub away their chubby appearance with exercise, diet control, medicines and what not. When a company comes with a reasoning that their product can make them apparently slim, naturally they will listen.
These ads for cheer created by Leo Burnett, Toronto, carry a clever concept and wonderful illustration. Black colour makes you look slimmer, and Cheer claims that by giving a flattering black colour to the clothes, it enables a person to look slim. The illustration is clever with a touch of slight humour.
Credits:
Advertising Agency: Leo Burnett, Toronto, Canada
Photography Studio: Ishi Studios
Creative Directors: Heather Chambers, Israel Diaz
Art Directors: Anthony Chelvanathan, Israel Diaz
Copywriter: Steve Persico
Photographer: Ishi
Chief Creative Officer: Judy John
Art Buyer: Heather Morton
Via: Copyranter
