INCANTA

It’s hard to write clever copy. Then, even if youconcoct some, there’s no guarantee people will read it. No wonder so many ads give up on copy and try to get by on a visual and a scrap of headline. But while these ads can convey a brand aura, they’re disastrous for companies that need to explain and persuade. (Think of the mutely opaque ads you’ve seen for various Web sites). Instead of succumbing to the difficulties of making people read a sales pitch, Incanta’s business-to-business ad casts its copy in a form that pulls people through it.