Oxford Bookstore: Truth, Brother

Great job guys. Hats off!

These ads look quite striking and are mildly amusing. But they don't work. These 'truths' simply aren't true for most people, so they don't resonate and don't offer a real positive reason to read fiction. In other words they don't persuade.

What's the real reason people love fiction? I'd start there and keep going...!

actually I do think they work. this type of line is supposed to trigger a quick smile and make you just stop and browse the shelves for a second. they do that.

Raise a quick smile, maybe (at a stretch). Persuade me to read fiction or visit the bookstore, no.

Surely there's a more insightful solution here Krautland.

The line is perfect

First, like barbe said, that's not a universal truth, that line is for another context. Then, you don't need to avoid the truth, you need to face it, in order to be a better person, and to evolve. So if the truth hurts, that's a good thing, you don't want your life to be a lie. Plus, You don't tell people to read Fiction by saying the other genres are bad, like barbe also said, you start by thinking why Fiction is good.
And I don't like the crushed dummy. It doesn't add anything to the idea.

For goodness' sake, can't you guys just appreciate good copy...for once?!

i was made africa, and so i am

Good copy, but I read "Be As" as "BEAS". Might just be me, though.