In this ad, Pur violates one of my rules: don’t get cute with handwritten lettering that is difficult to read. I had to read the ad a few times before I understood what it was trying to say—that you don’t need to buy bottled water if you have a Pur filter.
I’ll say it again to anyone who cares to listen:
Handwritten type is difficult to read. Magazine readers don’t care about your product enough to stop and try to figure out your nonsense.
