little too complicated and had the
major drawback of not being able
to work well in multiple media.
Having a character move from one
ad to another might look great in
print, but doing it online or in a
mobile setting would be difficult.
A side-by-side comparison still
seemed like it could work, but
everything we’d done was still too
busy, and we wanted the visual
to immediately drive home the
fundamental insight of how easy
UltraShape is. Then, in the course
of developing the two-ads model
and the research that went with it,
we realized something important.
Our audience wasn’t just doing
crunches, they were doing everything—the workouts, the diets, all
of it—to get that flatter stomach.
We needed to simplify our message and use the power of every
channel at our disposal to communicate our alternative to those