What a little endline can do
John Crowther, Banks Hoggins O'Shea/FCB, describes what happened to consumer response when a commercial's endline was changed
John Crowther
It is always dangerous to generalise, but if the endline has ever had a golden age, then it certainly is not now. There are few obvious contemporary equivalents to 'For mash, get Smash', 'Milk's gotta lotta bottle' or even 'If only everything in life was as reliable as a VW' lines which were not just there to decorate an end-frame, but which delivered much of the punch of a campaign. Talk to creatives, and...