What would any brand lose if they put the brand name or the logo throughout the length of the ad. I can understand that initially you want to keep a level of suspense and keep the viewer guessing about what brand the ad is all about, but it just defeats the purpose. Are not ads meant to create high recall and make people buy the stuff when you eventually go shopping? But if you want to make more impact by keeping the user guessing and in the bargain losing out on recall in the clutter, what use is it?
I really do believe that the creative people would rather not have the logo throughout the length of the ad as then the user would know what would happen by the end of the ad and thus downplay the creativity of the copywriter. But, ads are not meant to satisfy the copywriter, it is meant to increase the sales and achieve stiff targets!
I recently saw an ad by ‘Roca’, a bath fitting brand, which had its logo throughout the length of the ad at the bottom corner. I now remember the brand better!
Is there any reason why one would not put the logo right at the beginning of the ad?