Great advertising is great!
I didn't make this ad (wish I did). I love it. The reason why is not just because it's mildly clever but for so much more.
Orville Redenbacher is competing in the 100 calorie snack space and released the preceding sales pitch. The ad works because it communicates a simple message that their 100 calorie snack portion is more than the others... but the ad does more than that. They could have just as easily put two competing 100 snack portions side by side and simple say something akin to: "we give you more"
. But by turning their snack into a pacman, it also reinforces chomping (snacking?) while at the same time drawing the ad viewer to the final message on the advertiser's terms.
You might not have noticed it when initially viewing the ad, but you were very cleverly drawn to the large packman shape and by way of the positioning of elements... they caused you to follow the path or crackers to the base ad message and then ultimately to Orville's photo, logo and nutrition information.
They drew you in, sold you a compelling differentiator for their product and then left you with their classic branding. THIS is a great example of good advertising. Good Job Orville. Good. Job.
