The ad below has been making the rounds of biz mags over the past month. It's from the US Postal Service, and while I think its message is lame-o (so, they don't hit you with hidden shipping charges...yawn!), the image does personify anti-Pow!, the polar opposite of the wide-eyed look of we strive to create with this blog.
So take a note marketers everywhere: this guy's squash is what WE DON'T WANT to see.
Our friend says he doesn't like Surprises; he probably doesn't like a kick in the ass either, but I truly believe he would benefit from both. In fact, this ad would be WAY more effective if flip-flopped; show a positive, upbeat, happy face SURPRISED that the USPS has no hidden shipping charges.
It succeeds at only one level--in the Post Office here at Surprise Central, this guy is atop our Most Wanted Fugitive List.