Horst Salons ‘Make your ex-husband wish he weren't.”
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Agency: Fallon McElligott
Year: 1992
Brand: Horst Salons
👀 Industry: Hair
ONE thing this ad does well (AKA Copywriting Tip):
Use paradox to communicate a BIG IDEA that looks absurd, but surprisingly makes sense.
⇝ “Make your ex-husband wish he weren’t”
Side note: Paradox forces the reader to consider a big idea more profoundly than if you just state a bunch of dull product facts.
Paradox also lets you capitalize on surprising (and often hilarious) unspoken truths about your target audience.Which is precisely what this Horst Salons ad does brilliantly.