When Advertising Hurts a Brand

I found a great example today of an ad concept that does nothing to help promote the brand being advertised.  In fact, it does just the opposite by confusing the customer.  The guilty ad is from Pfizer (NYSE: PFE) promoting their Chantix stop-smoking product. 
Here’s the ad: 

While this ad caught my attention (and I’m not a smoker, so the visual is working to capture internet user’s attention), it also confused me.  If a customer buys Chantix is the turtle concept in the ad telling them that their road to becoming a nonsmoker will be long and slow?  That’s how it comes …read more