What happened to smart advertising?

For a television advertisement to be effective, do you need to lay out everything for the viewer and make it obvious? Or, is an advertisement more memorable if you let the viewer connect the dots themselves?

Here are two examples of television advertisements that promote the product in a slightly more intellectual/emotional way that promotes engagement and curiousity:

Did they engage you? Or should the advertiser just have gotten straight to the point?


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Braden KelleyBraden Kelley is a Social Business Architect and the author of Stoking Your Innovation Bonfire from John Wiley & Sons. Braden is also a popular innovation speaker and trainer, and advises companies on embedding innovation across the organization and how to attract and engage customers, partners, and employees.

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Braden Kelley

Braden Kelley is a Design Thinking, Innovation and Transformation Consultant, a popular innovation speaker and workshop leader, and helps companies use Human-Centered Change™ to beat the 70% change failure rate. He is the author of Charting Change from Palgrave Macmillan and Stoking Your Innovation Bonfire from John Wiley & Sons. Braden has been advising companies since 1996, while living and working in England, Germany, and the United States. Braden earned his MBA from top-rated London Business School. Follow him on Twitter and Linkedin.

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