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In Your Face

Cross your fingers, hold your breath . . . and put out ads with no holds barred.

By Jerry Fisher

Opinions expressed by Entrepreneur contributors are their own.

The company behind the ad shown here decided to send subtlety onsabbatical for this effort, and it gets an A+ in my book. I doubtthere could be a more powerful, compelling way it could haveimparted the chief sales message about its product, TheraSeed.

Briefly, TheraSeed treatment is an alternative to going underthe knife to treat prostate cancer. It involves the implantation ofradioactive seeds in the prostate to destroy tumors. (Squint, andyou'll see a tiny speck about two-thirds down the adpage--that's a Thera-"Seed.") The point of the ad isto compare this relatively simple, minimally invasive procedure tothe more common and maximally invasive one of surgical removal ofthe prostate. And what could be a more riveting way to grabattention for this comparison than to show the scariest symbol ofsurgery, a scalpel? The mere sight of one makes you wince, andthat's just what the Buford, Georgia, company, TheragenicsCorp., intended.

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