L&S Unscripted

I’ve never made anyone cry. Well, that’s not totally true.  I’ve never been a part of an ad campaign that made someone cry (or at least admit to it).  However, an ad we just completed seems to have struck a chord—with hunters of all people.

One gentleman emailed saying,  “My heart was so torn up last night as I was reading Pheasants Forever, that I could hardly re- read the ad to my wife.”

Another hunter commented that the ad captured the best part of upland bird hunting and owning a dog.

“As a hunter, a dedicated outdoorsman, conservationist and dog owner/trainer, I can only say that your ad should be marked as the finest,  most powerful ad I have ever seen!  I have never in my life been brought to tears by an ad.”

So what moved these avid outdoorsmen? An insight. Hunters love their dogs. They take pride in their four-legged hunting partners and can’t resist those “puppy dog” eyes.

Great creative is more than pretty words and beautiful pictures. Greatness comes from knowing your audience and what moves them.

View the ad.