If you haven’t heard yet, Pringles has received some rather high praise for a humorous and clickable banner ad.Â But if you look past the fun-to-click aspect of the ad, you’ll find that the actual invitation to click the ad is rather subtle.
Nothing in the ad itself looks “clickable” – no colored and underlined text, no 3-d lighting effects or button-ish looking objects, etc.
Just a small word bubble from the Pringles guy saying “click.”Â And if you scroll over the ad, the bubble grows slightly bigger.Â That’s it.Â Doesn’t seem like a whole lot to bank on, when the ad really won’t “work” if it’s not clicked on, does it?
But what draws your eye over for that second look is the story appeal of the picture itself.Â The guy is clearly proposing and the girl looks… well, apart from her facial expression, she’s got a freakin’ pringles tube on her arm!Â What the heck is that all about?
And that’s just it isn’t it?Â The picture almost forces you to imagine a scenario which would explain the guy proposing while his fiancee-to-be is greedily grasping at the very last of the Pringles.Â Hmmm…
Adding to the effect is the woman’s somewhat ambiguous facial expression.Â For the most part it looks as if she’s thrilled and totally blown away by the gesture, but it’s ambiguous enough to cause a bit of nervousness (or sympathy for the poor guy).Â I mean, the gal’s not even looking at him. Maybe she’s also wondering who the heck proposes while you’re eating chips?
And all of these story appeal elements allow the subtle “click” invitation to work it’s magic.Â Please Mr. Pringles guy, tell me what the heck is going on here, would ya? CLICK.
Ahhh the power of (cheesy) story appeal.