Maybe you’ve seen this commercial already for theladders.com, the online job site exclusively for $100K candidates looking for $100K jobs. (www.theladders.com)
The commercial opens with a tennis match in progress. But soon you discover the two players on the court can’t return the ball to each other because random people start running onto the court and getting in their way—very unsuitable people, inappropriately dressed for the game, overweight and out of shape, without the proper tennis equipment, unfocused and, in fact, some putting on makeup in center court. Random balls are bouncing to and fro across the net. Hundreds of would-be players are slamming into each other, swinging rackets and briefcases in all directions, trying to hit odd balls every which way.
The real players stand aside, amazed at the chaos on the court.
In about the last 10 seconds of the commercial, the voice-over says, “If you think about it, this is the trouble with most job search sites: When you let everyone play, nobody wins.” The website address appears on the screen, along with the text: “The most $100K+ jobs.” Fade to end.
Classy. Clear. Concise. Memorable. The tennis scene says it all. Exactly what a presentation visual should be.
The next time you’re creating a presentation and tempted to resort to a bulleted word list, keep this commercial in mind.
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