How does the best B2B ad of the last century hold up in today’s market?

How does the best B2B ad of the last century hold up in today’s market?

In 1958, McGraw-Hill ran an ad in their business publications that was later called the best B2B ad of that century.

I wondered, how would that ad hold up in today’s business environment?

The ad showed a scowling man sitting in a chair on a white background. A series of statements ran down the left side of the page that made the point in no uncertain terms.

After repeating “I don’t know…” about various company attributes, the last line asked, “Now—what was it you wanted to sell me?”

There are several reasons why this is a great ad. It almost demands engagement with a striking image that provokes emotion and no headline or body copy to scan which increases curiosity.

So, watch the Man in the Chair video and let me know…

How does this hold up in today’s market?

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