Magazine & Newspaper Ads
This is a spec magazine ad for a new edition of Tim Ferris' book, The 4-Hour Workweek.
The Creative Challenge
The central aim is to sell the book to new and existing purchasers of the first edition. The client wants to see the cover of the book in the ad and it must convey that it is a new edition. Consider putting Tom Ferris in the ad, as he is well enough known to draw in a market. Convey that it is available online and in stores.
The new edition is updated to include more case studies of people who have traded in the 9-to-5 lifestyle for more autonomy, as well as new resources for setting up websites, manufacturing products, reaching audiences, and outsourcing work.
The ad must convey the benefits as a whole including the updated content, leaning in on the fact that some people who purchased the first book, may not have attempted to take the break from the 9-5. This is here to help them make that break and to drive sales. The tone is promotional, inspiring and informative.
The Audience
The market is 24-40 year olds. They are well-educated, interested in travel, entrepreneurship and in work situations other than the standard 9-to-5.
My Approach
My idea was to place Tim Ferris in the day to day grind that people are trying to escape. What is the worst aspect of that? Commuting or travelling underground at rush house in a major city.
He then looks directly at the camera and offers the new second edition of his book - The 4-Hour Workweek - to those watching.
It is as if this type of life is now an alien concept for Tim Ferris, so much so that it seems as if he is sending dispatches from a war zone - and this is where the headline comes from - DESPATCHES FROM THE GRIND AND HOW TO GET OUT OF IT.
It is also important in the image that no one pays attention to Tim in that they are all embroiled in the difficulty in getting home from work.
The sub head sells the book as the blueprint for getting out of the graft. The body copy is about who Tim Ferris is, what he offers in the book, what additions have been added to the new edition and what you need if you are still stuck having read the first edition.
If you are not persuaded, the ad offers readers of the 1st edition a free second edition with the QR code.
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