Really pretty ad. Does it work?

Last week the RWA team was reorganizing our library of work in preparation for several upcoming pitches. Although we haven’t been in business nearly as long as J. Walter or Ogilvy, we’ve already maxed out one server, a portfolio and our sample storage racks. Whew! A lot of ads have come through the portals of RWA.

As we prepared our portfolio for presentation to these prospective new clients, it occurred to the creative minds at RWA that we clearly had two categories of ads: those that make the portfolio and those that don’t. The ones our new prospects will see displayed in all their splendor are the ones that are slick and pretty, with innovative headlines and really cool graphics. They’re the ones that took home the awards at the ADDYs, the ones that we like to frame and put on the walls and boast to our friends “Yeah, that’s one of ours.”

Sure, they are great ads, but the ads that don’t make the portfolio often have the best stories behind them. They’re not pretty, but man! Did they make the phone ring, or what?!?!

Most progressive business owners want to see equally progressive ads representing their business, but overlooking the power of a plainer ad might mean you’re overlooking potential sales. It’s sort of like high school dating. Sure the cheerleader looks good on the surface, but that girl with the glasses who is head of the class is probably a better bet. Just saying…

Sometimes the plainer, more straight-forward ad is also a better bet. The classic example of this is an ad that legendary copywriter John Caples wrote in 1926 for a music school.

No one would argue that the ad is an ADDY contender, but it is widely considered one of the most successful ads of all times.

Why? Because it spoke to its audience is a straight-forward manner about just what they wanted to hear. The appeal of being able to sit down at a piano and amaze your friends after a few lessons at the school was and still is irresistible. Think about it. Isn’t that what anyone interested in playing the piano dreams of?

As creative professionals, we’ll always love ads that are new and fresh, the slick, the pretty, the cheerleader ads. But, every once in a while it’s wise to take a page from the history books. Ads don’t always have to be pretty to make the phone ring.