What’s Missing From This Ad?

This appeared in our local paper, The Oregonian, a few days ago:

outdoor ad

Here’s the text:

Our name has changed, but we haven’t. We’re still the same place we always were. We’re still the place with the most experience and the same great service. We’ve got 15 stores across the Northwest, and they all share our unbeatable knowledge of our customers’ needs. The name may be new, but we’re still your local experts.

There’s a crucial piece of information missing — information without which the core message makes no sense at all. Care to tell me what it is?

Leave a comment below.

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Categories: Advertising, Branding, Copywriting, Marketing, Oregonian, Phil Bernstein, Portland advertising, Portland marketing
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2 thoughts on “What’s Missing From This Ad?”

  1. Their ad people should be fired.

    Reworded: “Our name has changed, but we won’t tell you what we changed it from. We’re still the same place we always were, but you’ll need to guess what that is! We’re still the place with the most experience and the same great service, which doesn’t really narrow it down since lots of places claim to have the most experience and great service! We’ve got 15 stores across the Northwest, and they all share our unbeatable knowledge of our customers’ needs, but you’ll need to Google to figure out what and where those stores are! The name may be new, but we’re still your local experts. Why? Because we say so.”

    Reply