Get out of the tube.

I had the opportunity to work at Leo Burnett in the United Airlines group when some of the best airline advertising was being created there. One rule we held steadfast to was: Get out of the tube.

That is, once you go inside the plane, every airline is the same. You can’t differentiate in the tube.

Plus, let’s face it, nobody wants to be on an airplane. Everyone wants to be in Cozumel, Paris, New York.

We used the same idea with a financial institution. While they sold auto loans and mortgages, we had to remind them that nobody wants an auto loan. They want a car. Nobody wants a mortgage. They want a home.

For many of you, your product or service is really a catalyst to another state for your customers. Is there a better, more exciting way to express it than by a list of product qualities?

Can you show how you improve their life? Can you move the benefit to a higher place than transactional? 

Can you get out of the tube and into Paris?