Hershey’s Kisses “Big Craving” Ad

A great example of playing with opposites, juxtaposition. Also, of course, subversion of expectations.

“If you have a big, big craving for chocolate…” — that’s the eye-catcher, both in size and in setup.

“Try something little” — there’s the punchline.

Plays on the parable of “good things come in small packages.”

Then, we address the subversion of expectations. “Sure, Hershey’s Kisses look little.”

Afterward, we make a promise that only resolves itself if you buy and try the chocolate for yourself. In a way, eating the chocolate is part of the story we’re telling in the ad — it’s continuous.

And we’re not selling “it tastes good”. We’re selling, “you don’t know what you don’t know.”

Curiosity and novelty.

That last message is primed at a person who already had enough of a craving to read the rest of the ad after the hook. The ad ensures self-selection because the hook is so specific.

And look how we get the reader’s awareness back on themselves and their craving. The hook: craving → the finisher: your taste buds.

You glance at your watch.

It’s 6:28. You’ve been at it since 3.
Crap. Your hot date is at 7. Running late. Sink shower it is.
Nowhere close to done editing…

“…at least all the ideas are laid out, so there’s that. Did I miss anything? I don’t think so? Ok, but how do I make it flow? I need to get the final draft to Stacey for design asap, team cutoff is at noon Thursday…”

You’ve spent dinner completely distracted. Your date just took off. You go home exhausted, plod to your desk, and crack open the laptop.

Or… it could go like this:

5:41 — you’re out of the shower and lip-syncing.
6:17 — dressed to the nines and zenned out.
7:03 — the sunset glints off your aviators as you smile hello.
8:36 — it actually feels like you’re hitting it off. Not just hot, funny to boot.
Next morning, 10:27 — polished draft ready in your inbox.
10:31 — Stacey messages back, “thanks, looks good!”

The difference?

You had Copygloss handle it yesterday afternoon.

For help with editing, email Dan:
[email protected].