I started to think about this old little friend the other day.

Actually, I received two different jobs with the same recommendation:

“The client wants us to think about a strong call to action in the end”.

So I did it. I thought about it.

And my conclusion was pretty simple.

Shouldn’t every ad be the call to action itself, always?

Ok, this is not a conclusion, this is a question, but let’s move ahead.

If a commercial is good, I immediately will start to think about using the product (unless, of course, it’s a tampon).

I don’t need anyone telling me: “Go!” “Now!” “Don’t loose this opportunity!”

Come on, I am not running to anywhere. Most of the times when I hear it on TV, I am wearing my boxers, having dinner, and it’s past 10 PM.

There is an old proverb from Brazil that says: “a good goat doesn’t scream”.

It makes sense. Did you ever see a great product yelling at you?

“Buy this Ferrari now! Don’t loose the opportunity of having this fantastic car!”

You know what is good call to action?

A great story. A smart headline. Something memorable. That will keep the ad and the brand in people’s mind. That would do the action.

The imperative empire had his glorious days in the past.

So let’s move forward.

A little more conversation, a little less call to action.

- Fabio Seidl