Coaxing retirees to skip Florida
and stay in New England

The developers at Oak Mills, a retirement complex in the northeast US, can offer retirees everything but good weather. These ads sum up the biggest benefits of staying, and buying, in Connecticut:

1. Be near the kids on weekdays.
2. Be near the kids on weekends.
3. Be near the kids on holidays.

The most compelling of the three ads may be the least expensive one to run in the Sunday paper. The black and white ad shows how the units at Oak Mills are actually designed with the holidays in mind: Bigger ovens for turkeys, higher ceilings for holiday trees, larger closets to hold extra coats on New Year's Eve. And, "Plenty of bathroom space for special guests on Valentine's Day." Exaggerated copy nevertheless makes the point.

Call us today to discuss how Behind the Scenes can explore the hidden benefits of your product, and present them in memorable advertising.

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