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Keeping it real

I've yet to meet someone who doesn't like the Ronseal ads. Now, I'm no market researcher, but it does strike me as peculiar that this particular bit of marketing should be so universally loved.

It got me thinking the other day, as I sat in traffic on the way to a meeting, “why should this ad appeal in the way that it does? What's the secret?”

I reckon it works because it cuts the crap.