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 at Bonehook in Portland, Oregon.