Exhibit in the column

The pattern

This still is filed under Exhibit in the column.

Define

An image is dropped into the column of type so the reader meets picture and argument in one scan.

Mechanism

In-flow exhibit. The figure is not a separate see fig. 2. It starts the paragraph. Eye and mind start together.

Verdict

Long copy must show as well as tell: a product cutaway, a before/after, a map in the story.

Why it works

A big superlative headline is backed at once by a labelled cross-section of the case, numbered from shock absorbers to sealed crown, so the reader sees how the toughness is built instead of being asked to trust it. Copy mentions divers and engineers as the users, and three photographed models, including a diver's watch, make the claim shoppable.

The big idea

Certina DS claims to be the toughest wristwatch in the world, and a cut-away drawing of its floating movement shows how the shock protection is built.

The offer

Certina DS watches, automatic and water resistant, in three models: the Super PH 500 M diver, the Certiday DS and the DS. A wide range at Certina dealers, with agents across the Arab world.

The proof

A numbered cross-section of the floating movement: shock absorbers, screw-down back, shatterproof glass, water seal, sealed crown. Water resistant to 200 metres; the diver takes 500 metres. Worn by engineers, sportsmen and divers.

Lines from the ad

سرتينا DS ساعة اليد الأكثر متانة في العالم

Certina DS: the toughest wristwatch in the world

الذين يعملون تحت الماء يقتنون غالبا ساعة سرتينا DS

Those who work under water usually own a Certina DS

مجموعة كبيرة للاختيار عند متعهد سرتينا

A large range to choose from at your Certina dealer

Steal this when

Use it when you make a strong durability claim and can show the engineering behind it in one labelled drawing.

The emotion

Written to Admiration. It makes the Say move.

It names who relies on the watch, divers and engineers, and shows why with a numbered cross-section from shock absorbers to sealed crown, rated to 200 metres and 500 for the diver model.