That’s Pro.

This is a good commercial.

Cabot Stains uses a simple misdirection to set up the payoff. It’s a commercial that’s been made a thousand times before, but that doesn’t mean it’s bad. Standards are standards for a reason.

The line “finish like a pro with Cabot wood stains” is well made. Especially when you finish it like a pro with “Cabot, that’s pro.”

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative direction at Bonehook in Portland, Oregon.