In 1997, this well known ad was written by a classifieds editor as one of two ‘space fillers’ for ad slots that he couldn’t fill.

Thousands of responses and years later, this ad became an internet phenomenon and ultimately was turned into a classic indie movie.

Less known was the other ad – a standard ‘singles’ classified – that went virtually unnoticed.

What’s the difference?

One ad promised adventure and unpredictability. One gave what was standard and expected.

Whether they realise it or not, brands are taking fans on a mission over time.

Is it an adventure, filled with risk?

Or is it expected and predictable?

Sure, guarantee quality.

But don’t guarantee safety.

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