Advertising Creativity…

The UPS Store® gets a “Gutsy Award”

for running upside-down ad

It’s nice to see a big company with big cajones. I know it’s not the first time it’s been done intentionally, but The UPS Store® ran a full page ad upside-down in the March issue of Fast Company Magazine. That’s a risky gambit to capture readers. It took guts to make the bet. But I bet that ad earned high noticed and read scores.

When you flip it over, the message is right on: “Think this upside-down page is surprising? Imagine finding one in your presentation.”

The solution-promise comes next to a pretty talking head: “Don’t worry, bring your presentations to The UPS Store® and we’ll get them done right.” That’s a tidy bit of believable positioning about their capability.

History repeats itself

Many years ago, Red Garrison, publisher and editor of a trade journal, The Texas Poultry Times was asked by a new advertiser if anybody read his paper. Ticked Red off a little, so the next issue, he ran the guy’s ad upside-down.

When the advertiser’s phone started ringing off the wall, Red had made his point. What’s more when word got around that Red did it deliberately, those who missed the ad had to check the paper again to read it.

Tip for the Little Guy:

It’s tough to break through the clutter out there. Especially with a modest budget. Maybe running an ad upside-down isn’t a great way to get attention. Nobody likes to be conned. But if you can find a valid reason to do it without straining to be too cute, it might work. Just make certain the pub knows what you’re up to so they don’t try to fix it.