1980s Line of credit ad

This old Continental Illinois ad nails it with one line: “Unfortunately, not everything made of plastic is cheap.” Boom. Instantly catchy, instantly clear who it’s about: credit cards.

Marketing analysis

The line hooks you with a twist. “Plastic” sounds positive, until the second half flips the meaning. That mental flip makes you stop and think—which is gold in advertising. Then the copy drives home the savings message with specifics (20% vs. 14% APR, up to $5,000 credit).

Why it works

• Leads with a curiosity-sparking headline
• Flips an expectation to grab attention
• Uses real numbers to create trust
• Clear benefit: lower cost for the same habit
• Small, believable next step (call and apply)

Examples

• GEICO’s “15 minutes could save you 15% or more” uses contrast and numbers like this.
• FedEx’s “When it absolutely, positively has to be there overnight” flips urgency into reliability.
• Apple’s “Think different” breaks expectations in just two words.