Employer Esporta
Vacancy General managers
There are two small things that make this a bad ad, in my opinion - the small 'idea' and the smallness of the copy. It's trying to be a big ad. And that's the problem. On the page, it disappears. You probably can't see the copy here and you couldn't in the press. It's great to treat a small space like a big one but it has to be legible to work. It's a real shame because there's some good production on it and how they managed to get the small print to reproduce is incredible.
Then we come to the idea (or should I say the pun?) that the ad is built around - 'mix business with leisure'. It's half an idea. A bit like the 'half-and-half' clothing that the models are wearing - though having two in such a small space actually detracts from this concept. And the punning carries on in the copy without actually telling you why leisure goes so well with your business skills.
Mark Rice is co-founder and creative partner of the communications agency andsome; email mark.rice@haymarket.com
Bad ad - Esporta
Esporta's idea is too small to make an impact.
