The Challenge

ABC Toys is a (fictional) company that sells educational toys for infants and young children. The goal of this ad is to target parents who are decently educated themselves, and want to give their children a head start at educational opportunities in life.

Spec Ad.

The Strategy

With such little space (and attention span!) available for a banner ad, I chose to focus the banner ad copy on the aspirational future that the target demographic parents picture for their children. By focussing on the future professions the children my attain, I position ABC Toys as a developmentally appropriate tool on the pathway to success. And, of course, that the children themselves will love!