When I looked at this ad for Boost Mobile, I struggled to read the headline. UNO’D? What the heck is UNO’D? I called my wife over.
“Hey hun, do you have any ideas what this means?”
“Unhosed,” she said.
“Oh. Of course,” I said. “I still don’t understand it.”
So I read the bit about $50 means $50 and figured they were saying you wouldn’t get hosed by hidden charges.
If you’re creating and ad and you have to choose between being clever and being clear, always choose clarity. Clever is usually a waste of money.
By Marc Librescu