Johnson Controls: Do Over

Here are a few reasons I don’t find this ad to be particularly effective, in no particular order:

  1. It’s ugly and yellow.
  2. It’s poorly designed.
  3. The image and the headline don’t tell the reader what the ad is about.
  4. Dirty roots on a plate are off-putting.
  5. The typeface used in the headline doesn’t work in the ad.
  6. The headline doesn’t mean anything.
  7. The copy is written in marketing-speak.
  8. The sentences in the copy are too long, including a 3-line run on sentence.
  9. The second sentence is a phrase.
  10. After reading the copy, I’m still not sure what it is that Johnson Controls actually does.

By Marc Librescu