It doesn’t make a claim, it doesn’t shout out a benefit.
It just asks the question, is this better than Botox?
Five to seven years ago, Botox was much more in the public’s consciousness due to news stories about its link to unwanted and sometimes lethal side effects.
But this anti-wrinkle/anti-aging cream, Strivectin-SD subtly promises all the benefits of Botox without the risk.
Klein-Becker is one of the major players in this market and the newsy, unpredictable copy approach made this a breakthrough ad.