[BTGAF] A Masterclass in Consumer Insight

From the archive. Originally published on migmol.com on 2021-04-24, recovered and republished here in 2026 at its original address. Unedited except for formatting.

Part of BTGAF, a run of brand teardowns published on the original migmol.com between 2020 and 2021.

This is probably the best ad I’ve seen this whole Covid season that marries a Covid consumer insight with a brand benefit.

Great use of their endorser: drives home the point that we are all going through the same things.

Great segue from being trapped inside, how we look for an escape through social media, and then converting that secondary reality into a segue to the brand visuals and the emotional benefit the product wants to deliver.

They also went for a more poetic copy, which is unusual. They didn’t need to do this, but it was pretty refreshing as well.

Can’t give this enough praise. It’s perfect.