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08. Don’t Be Afraid To Exaggerate
Exaggeration is a fantastic tool in advertising, when used within reason. Implying that your product can do something that it can’t is a fine line to tread, and the one way to make sure that your ad stays funny or impactful and not misleading is to introduce a little hyperbole into your design.
This example for Raid bug spray shows the product having ‘killed’ the musical notes of Rimsky-Korsakov’s “The Flight of the Bumblebee”, implying that Raid is strong enough to kill absolutely any trace of bugs, including musical interpretations of them. This claim is ridiculous, and so clearly untrue that it’s made funny and satirical, not deceptive or misleading.
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