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  • 24(ish)-APR-2024 | Tom McElligott’s “Fi Fi LaFolly” Ad for Mini Mart

24(ish)-APR-2024 | Tom McElligott’s “Fi Fi LaFolly” Ad for Mini Mart

Author

Dan Bogachek
April 25, 2024

Tom McElligott’s “Fi Fi LaFolly” Ad for Mini Mart

Humorous, and a little smutty.

Standing in line to see Fi Fi LaFolly is one thing.
But for a package of cigarettes?

It doesn’t take a genius to figure out that some things are worth standing in line for, and some things are clearly not.

At Mini Mart, we believe no one should have to stand in line for things as ordinary as cigarettes or bread or milk.

So we’ve designed Mini Marts specifically to save you time when buying all those little items you need between the big shopping trips.

We carry most of the things you go to the supermarket for, but we make it easier to find them, and a lot easier to buy them.

We suggest you spend your time standing in line for important things, like seeing Fi Fi LaFolly or shaking hands with Billy Carter.

And, when it comes to groceries, come to Mini Mart.

We won’t hand you a line.

The dissection:

Pain — “but for a package of cigarettes?”
Agitation — “It doesn’t take a genius…”
Mission — “At Mini Mart, we believe no one should have to stand in line for things as ordinary…”
Solution — “So we’ve designed…”
Objection-handling — “We carry most of the things you go to for the supermarket for…” One of the most common reasons to avoid a store like Mini Mart is the smaller selection compared to full-sized grocery. Now there’s one less arrow in the reader’s quiver.
Call to action — “We suggest…. And when it comes to groceries, come to Mini Mart.” This combines looking out for your best interests and a direct instruction. The little smirk — equating Fi Fi LaFolly with shaking hands with Jimmy Carter’s (then president) brother — is a light-hearted touch. Point is, you fill in the blank on what’s important to you.
Punchline — “We won’t hand you a line.”