This ad is on the back of TIME magazine. For Sheraton hotels. The shoot looks professional, using lots of talent and shot on location. So you know that money was spent. But what the heck does that headline even mean? And don't even get me started on the ellipses.
How do you reckon this concept got to be? Was it a creative team that tried and tried but finally just gave up? Or was it their first idea on the list? Was it the client's suggestion? Did somebody think this was good?
There are plenty of bad ads out there, but I'm always fascinated with bad ads that have obviously tried but failed to say anything.
Last words uttered by the creative team: "F*ck it."
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