ROYAL VELVET TOWELS

A picture is worth a thousand words, but not necessarily the thousand you’d choose to convey. After all, a vivid visual image is apt to set our minds running in all different directions. This ad shrewdly adds one real word to the pictorial thousand, thereby defining the impression a reader takes away. It’s a sensible approach for a category whose primary product benefit (i.e., getting us dry) is a commodity any brand could provide. We do wish for a sense of luxury, over and above the towel’s utilitarian function, but that will exist as much in our heads as on our skin.