Hutch: S, M and L. Choose your talk size.

Strong ad and everybody loves the ad. The Brand manager is a king. He picks up a few addie awards and he makes more money.

Cut to Dhruv Sagar, subscriber of Hutch. He enjoyed the ad, saw the ad on his billing envelope, read it. It said the same: Hutch: S, M and L. Choose your talk size. It never told him what the heck is it. He read it and moved on.

So Hutch spent tons of money, paid more to the brand manager and result: no more subscriptions, which it realizes a year later.

Cut to the brand manager, working on a different concept, a different idea and more money down the drain.

Think about it, how common is it to remember the ad and not the product?

Moral of the story: Dont make interesting ads. Sell products.