“The Yes” was a teaser campaign for Rogers and Hollands Jewelers “Creating Forever” promotion.
Here’s my question. What is the purpose in adding the definite article “The” to the word “Yes” on the teaser boards?
He: “Would you marry me?”
She: “The Yes!”
As a teaser the single word “Yes” would have been powerful. “Why is she saying yes?” is a more engaging question than trying to figure out what “The Yes” means. Unfortunately, we’ll never be able to figure what “The Yes” meant because the words do not appear on the new boards.
I’m not a big proponent of “teaser” ad campaigns for local businesses. Wasting dollars hoping someone cares about your upcoming announcement is a losing proposition. If you have something to say on a billboard say it in 8 words and 1 picture and hope someone notices. Speaking of 8 words and 1 picture, the new billboard shows four women but only 3 rings. Someone is going to be very disappointed.
Finally let’s assume that the billboard piques your interest. You go to rogersandhollands.com and find no reference or link to the ad campaign. Only by going to rogersandhollands.com/creatingforever/ will you discover what they’re talking about (sort of).