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.
This is actually the better of the two ads in this series, even! The other ad is just like this one, except with different text. About triple the amount of text this one has. Meaning all the words are that much smaller and all the more scrunched together!