Advertising · Behavioural science · Copywriting · Storytelling · Tone of voice

I enjoyed this advert by Fractal

Just a quick post.

This Fractal advert on the back page of this week’s The Economist caught my attention. It has a lot going for it:

  • A catchy heading
  • An engaging story
  • An inclusive tone of voice
  • Evidence of results and benefits for the reader
  • An intriguing ending
  • It talks to its target audience using “you”.

It’s always nice to see a reminder of what good looks like in advertising. If you’re advertising something soon, is there anything you can learn from it?