Engineering when you need it most

Simple and the message hits home with the requisite automobile connotations.

Windhoek has also hit the masses with a great idea to advertise their light beer. The graphic on TV is a bottle of Windhoek Light with a skipping rope and the words, "Pure sense. Naturally."

Natural beer with a low alcohol content and endorsed by the Heart Foundation can be easy to sell.

It makes sense to watch diet and alcohol intake is a critical factor in this equation.

This is targeting the late 20's and early to mid 30's looking for sophisticated choices and not the beer drinking that equates to just pouring amber liquid down the gullet.

Aiming at and hitting the target market is something that most advertisers want to do but rarely achieve. Many of them rely on a scattergun technique. They hit some and scatter the rest.

Choosing words carefully and making an impact is an art. Too many words mean that the advertiser has too much to prove. The average person does not have the time to read to the end of the verbiage.