3-2-1: No Phone, No Logos, No Crisp Packets

“How can I do the ad without a logo?”

In 1979, Sainsbury's marketing director called David Abbott into his office. He wanted Abbott to redo his ads with a big Sainsbury's logo at the bottom!

“I didn't want to do that. They'd look like every other ad. So I offered a compromise: I'd work the word ‘Sainsbury's’ into every headline.”

So began one of the longest-running campaigns in British advertising.

I looked back at Abbott's work, and discovered this was his favourite trick.

Ads with no logos. Name in the headline.

They don't scream “I'm an advert” so they actually get read!

Cc: Abbott's excellent interview / Ads from David Dye's blog