The headline talks about one woman prescribing Vaseline to an entire town. But Vaseline Clinical Therapy moisturizer isn’t a prescription product. Who is this woman? Is she a doctor? How can she prescribe a non-prescription product?
The reader might try to get the answers from reading the copy, but the answers aren’t there. The ad doesn’t make any sense.
The ad violates a corollary of my rule that says an ad shouldn’t rely on a TV commercial in order to be understandable. In this case, the only way to understand the ad is to go to the web site mentioned in the copy and watch a video, which most people won’t do.
By Marc Librescu