Turning back the clock in advertising isn’t necessarily a bad thing. But when you’re promising the impossible, the result might be a Bad Ad. That’s the case here. As noted above, this print advertisement (distributed in Jacksonville with the Florida Times-Union) advertises a sale that’s “back by popular demand.” So far, so good. But this isn’t just any sale. It’s a “100th anniversary sale.”
Think about it: How many times can a company have a 100th anniversary? If the answer is one (it is), then this ad makes less than a little sense. The advertiser could have promoted a 100 years and two months sale, or even a really special extra fall sale. But when it comes to accuracy, this ad ignores the obvious: For businesses and the converged communicators who work for them, you only get one shot at a 100th anniversary.