This is ad for Kendall-Jackson Wine Estates features a truly remarkable photograph. I’m a writer, but I have a B.F.A. in photography, so I knew about photography. This is a nice photo.
The problem is that if the reader bothers to read the copy, unless they’ve heard of Kendall-Jackson, they will be hard-pressed to figure out what Kendall-Jackson sells.
The copy talks about family farmers, planting vines, pesticides, water runoff, fish-friendly farming, and healthy soil. The word wine doesn’t appear until the next-to-last line.
The typical reader is going to see the photo of boots, think about shoes, read the first sentence: “The soil is a living thing,” wonder what this ad is about, and then turn the page.