Sometimes when the "product" is actually a service, it takes more than just a good package to make the sales. That's when quality, reputation, and reliable promise all take role; and thus, a copy-oriented direction that plays on a light humorous, yet sincere voice can promise an effective solution. The challenge is to get the audience to catch on the double reads - first, the immediate meaning of the obvious texts, and then the between-the-line extended context of the second reading. However, the campaign isn't designed to target everyone, and some of the unintended audience may pass on on the ads. Yet, the campaign targets those who predictably are readers of Time, Newsweek, and/or other likewise magazine categories, those who value business and are potentially become loyal customers. To those, they likely will get the double reading and recall it in future reference. (Click on the ads for enlarged versions)
"Dont remember us (for any negative experience) - Then we are successful indeed (at doing our job)" [Body copy] No flight in particular should stand out in your flying sequence because you should expect our service to be the same every flight, every time. Enough said, we strive our best to keep your experience with us as great, positive, and consistent from your first time on. Keep up your hard work and let us take care of you while flying. Continental is proud to serve you.
"You can be late (at the gate) - But we can't (on our date) [Body copy] Let’s face it! Being late on a date never looks good, not to mention being late on a job. So while we try to keep your flying experience with us as light, fun, and care-free as possible, we are serious about being professional and on time. So pick a “date”, or two, and we will do the setting up. Take all the time you need because we always want you to feel good on any date. See you at the gate!
"We don't sell airfare (yes, we know gas price is very concerning) - Unless we sell "reputation" (that's still something priceless) [Body copy] The truth is, tickets can be on sale, but nobody can put a price tag on reputation. Thus, no matter how much you’ve paid for your fare, your feedback matters the same to us. So unless we plan on kicking the bucket anytime soon, we listen to your every concern equally. Therefore, save away the bucks while we “trade in” our great service, since your feedbacks are the things we cannot buy.