Another ad in the magazine, however, appears not to even acknowledge the digital design advances made over the past three decades. The main visual in this ad for Kaba Access Control's security system is a sleepy, uninspired product shot of the E-Plex 5800 Series. The headline, “Use government smart cards at stand-alone doors,” is yawn-inducing. And the body copy finishes the job, putting us on the brink of nodding off with lines like: “Perfect solution when it is not feasible, or desired to run wiring.”
Ads like this one are a warning to all b-to-b companies out there: If your ads don't take advantage of the visual firepower afforded by digital imagery and design, it's time to wake up.