Down in Brixton in South London, there’s an old, faded ad on the side of a building.

Bovril.

That’s all it says.

For about a month when I lived just round the corner from the ad, I walked past it pretty much every day.

And every day it made me smile.

What, I wondered, must the people behind the ad have been thinking?

“We need an ad for our new meat extract paste,” I can imagine the client saying. “It’s thick and it’s salty and it’s sold in a distinctive bulbous jar. Ideas. Anyone? Anything?”

“Wait, I think I’ve got something!” says a senior creative.

“Go on…”

“Well… what’s the product called again?”

Every day, I deemed the ad ineffective.

But I was wrong.

It turns out that even the ads we don’t notice influence what we buy.

Robert Heath’s work proves it. As he puts it, ads that go “unnoticed” work on a subconscious level.

We pass an ad for hot chocolate once or twice. We take no notice. But, a few days later, we chuck some hot chocolate in the trolley at Tescos. 

Pretty incredible, isn’t it?

All you need to do is advertise. 

You don’t need to overthink it.

You just need to do it.

But then, if you’re going to do it, is it not worth doing well?

I can help you do it well. So well you get the double-whammy: subconscious seduction and rational persuasion.

So if that’s something you’re after, shout.