I Hate Miracle Whip… But I Love This Ad

By Tom Wanek, Wizard of Ads Partner

In this post, I’ll deconstruct Miracle Whip’s “Take a Side” ad, explaining why its one of the best ads I’ve seen in awhile.

First Mental Image:

“On a scale from one to 10, I HATE Miracle Whip at like 22.”

KABOOM!

Just like that, you’re captivated by a high-impact, First Mental Image (FMI), which is critical when marketing something as ho-hum as a condiment. C’mon, admit it, you weren’t expecting to hear unpleasant remarks about Miracle Whip, were you?

But that’s exactly what you got, and it snapped you to attention.

Here’s the thing: Far too many ad writers would have led with a positive FMI.

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