give them something easy to hide

I received this ad in an email the other day. I thought it was an odd way to pitch a product.

MacBook Air - easy to hide

an interesting selling point… ( . Y . )

I can understand “thin and light” being selling points. But “easy to hide”?

“Buy your kid a laptop he can easily hide!” I’m not in marketing, but I can’t see how that would appeal to many parents.

MacBook Air - easy to hide

just what they’ve been looking for… ( . Y . )

I was about an hour into this post when it finally occurred to me that maybe they were talking about hiding a gift until Christmas because you wanted it to be a surprise.

OK, now I get it. Most people, when they saw this ad, must think “What a relief! Every time I buy my kid a $1500 computer she finds it before Christmas!”

But it took me a long time to figure that out. I guess that’s why I’m not in marketing.