I really liked these ads, not for their creativity, but for their clarity. We can understand their distinct positioning. Unfortunately, too many advertisers are reluctant to specialize in their messages; some believe (wrongly in my opinion) that a commercial has to be appealing to everybody to make it profitable. How many times have I been served this reasoning « this way, we are sure to have a lot of people in our store”? This approach will probably succeed, but it will be fleeting. But, aren’t companies in business to last?