Apos Therapy - treatment for sore knees without surgery

Apos had been running some very gory press ads with diagrams of knees, muscles and ligaments. Could I do better? First I went to one of the clinics and just watched clients being tested and talked to them. I realised that most of them were frankly pretty scared of having their knees sliced into. So out went the gory picture and in came a very editorial style ad that started the client on the journey without scaring the life out of them. If your knees are fine you won’t read a word of this ad. If you’ve got painful knees, you’ll read every word. The typography of this sort of ad is critical; to make this much copy readable is a familiar job for newspaper sub-editors but an art that escapes more agency types. This ad outperformed the gory version by a wide margin.