Copywriter · Ideasmith
This spec campaign for Pledge Furniture Polish took the tried-and-true demonstration method and opted to do something unique with it. Rather than side-by-siding and showing comparative benefits, this campaign hinged on selectively cleaning with Pledge then allowing dust to collect in non-polished areas -- resulting in the formation of recognizable works of art.
If I were revisiting this campaign today, the overall message would remain similar: Pledge means less work in maintaining your beautiful home... but I'd change the tagline to #DustLess for a more contemporary feel and quicker payoff of the overall selling benefit. Headlines would then follow this format with words like EffortLess, etc.