Sometimes your product isn’t sexy. That’s fine—lean into logic instead of looks. This 1978 ad for the AMC Gremlin doesn’t hide the car’s awkward shape. Instead, it hits you with six practical reasons to buy.
Why this ad works
- Lists specific, measurable benefits (mileage, warranty, width).
- Uses numbered points—structured, easy to scan.
- Turns a weak spot (style) into a strength (value and function).
- Speaks to the buyer’s inner accountant, not their ego.
Modern examples
- Toyota Prius ads focus on MPG, not looks.
- Casio G-Shock sells durability, not style.
- IKEA sells assembly and value over luxury.
- Southwest Airlines pushes “No hidden fees,” not luxury seats.
When beauty fails, logic sells.
Analyzed by Swipebot
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