Although printed in near-invisible, four-point, wispy gray type, Helio's small print giveth a lot of entertainment, it giveth a few smiles, and most importantly, it giveth a lot of insight into the company's image and spirit.
I've taken out a line about AOL, but here it is, otherwise verbatim, from the ad:
Available Spring 2007.
Don't blame us for third-party content or services.
Our super-advanced #G service is available in select locations in the red states, the blue states and even the green states.
Service is subject to Helio's Membership Terms.
Some restrictions apply, but not too many.
See your Helio representative for the few that do.
Helio, the Helio logo, Ocean and "Don't Call It a Phone" are trademarks of Helio LLC.
For more information, on Helio, visit www.helio.com.
And congrats, you're the only person who's made it this far.
Cheeky, revealing, and actually a whole lot more fun than most wireless carriers' actual in-ad copy. We do a lot of work with Helio at Airborne, and now, I'm even happier we do.
So since they're a client, I hope Helio won't mind some free advice, Surprise Central-style:
Guys, make this special "small print" part of your advertising DNA.
In classic Pow! formula, you have Surprised us once. Now, we're gonna look for your fine print. If it doesn't change, we'll be sadly disappointed.
BUT if you do shake it up, we're gonna keep looking. Perhaps we'll even make it a point to seek out your ads, wondering what you'll do next.
So what can you do next? Tell us some stories. Give us some coded messages to decipher. Print the lyrics to Sky Dayton's favorite song. Anything!
But give us a reason to come back. And read your ads. And become "members" (not subscribers) of your service. And buy your...advanced communication devices.
Your "Fine Print" can become your "Find Print."
Make sure we keep looking.