In one respect we’re like everyone else who works in social media: we love looking at old advertisements—ostensibly to congratulate ourselves on how much more sophisticated we are these days, but really to look for ideals to steal.
From the current perspective, there are so many things wrong with the above ad—too much copy, indecisive call-to-action, unattractive product image—but we admire it nevertheless.
First up, there’s the way the coffee cup pops, despite the fact that the coffee itself looks pretty watery.
Then there’s “Coffee Hunger” instead of “Coffee Thirst”—an unconventional choice on the part of the copywriter that shows some chutzpah.
But above all is the look on the guy’s face: a craven, narrow-eyed leer at something off camera, presumably the rest of the woman who’s pouring the coffee. What is she wearing? And why does it excite his secret shame so much? A french maid’s outfit? Scuba diving gear? Just an everyday house dress? We could spend hours coming up with kinky scenarios for what’s going on beyond the frame, but it doesn’t really matter: all that matters is that on some level something thrilling and forbidden is happening, all because of Nescafe Instant Coffee.