CLOSE-UP: TURKEY OF THE WEEK

Lisa Campbell says: ’When trumpeting a product’s benefits make sure they stand up to scrutiny, or you’ll have Anne Robinson on your back, as Procter & Gamble discovered last week. In Leo Burnett’s ad, Kelly McDonald ’proves’ how Secret deodorant doesn’t leave white marks, but I, like others, have seen plain black tops acquire irremovable zebra stripes. P&G blames us dumb consumers for using too much and reminds us to ’rub in completely’.’

Lisa Campbell says: ’When trumpeting a product’s benefits make sure

they stand up to scrutiny, or you’ll have Anne Robinson on your back, as

Procter & Gamble discovered last week. In Leo Burnett’s ad, Kelly

McDonald ’proves’ how Secret deodorant doesn’t leave white marks, but I,

like others, have seen plain black tops acquire irremovable zebra

stripes. P&G blames us dumb consumers for using too much and reminds us

to ’rub in completely’.’



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