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Mike Gilbert


My Favorite Ad Campaign

November 7, 2017
I am the type of person who rips out the ads (not the articles) in a magazine to save them for later.
I think a lot about what makes great advertising, and in my opinion the Patek Philippe watch advertisements are among the greatest of the century.
Just my opinion, of course, but it's worth noting they have been running for over 30 years with the EXACT SAME 17-word sales pitch…
“You never actually own a Patek Philippe.
You merely look after it for the next generation."
With that simple turn of phrase, a commoditized product (a time-keeping device no more accurate than the phone in your pocket) is transformed into a treasured heirloom that passes along value and tradition from father to son, or mother to daughter. The message is simple, clear and powerful.
What is YOUR favorite advertising campaign? Share with us at this post...
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