"find 5 differences" .. kinda, not really

print ads, in general, are not eye-catching. the reality is, it's not easy to make a reader stop and interact with - or even glance at - a magazine ad. it's even worse if they're in an awful position in the magazine, like smack in the middle.

i saw this ketel one ad smack in the middle of wired, and found myself spending time with it. after about a minute, i realized i had been duped - but as an advertising professional, i was okay with that.

you see, there aren't any differences between the two ketel one bottles. but, you sure have spent a hell of a lot of time staring at them!

good work.


_