If-then promise

The pattern

This commercial ad is filed under If-then promise.

Define

A conditional contract: if you do this, you get that. The sentence can be tested against the reader's own case.

Mechanism

Specificity does the persuading. The if names the action. The then names the outcome. Hedging kills it.

Verdict

We can name both the action and the result without adjectives

Why it works

Three finishes, black sport, rose-gold mesh and brown leather, are lined up like a jeweller's tray, so each reader picks the one they would wear before reading the rules. 'التحفة الفنية الجديدة' in the caption matches the dark gallery staging, and because the entry is a photo of the watch, the product image itself travels into entrants' feeds.

The big idea

The caption calls the new Watch GT 2 a work of art and the image stages it like one, three finishes on bronze dust, and entering means posting its photo.

The offer

Share a photo of the Huawei Watch GT 2 with HUAWEIWATCHGT2, mention Huawei Mobile KSA and a friend, for a chance to be one of 3 winners of the watch. Terms apply.

Lines from the ad

شارك و اربح

Share and win

كن أحد الفائزين الـ 3

Be one of the 3 winners

Steal this when

When a new wearable comes in several finishes and a giveaway can make the product photo the thing entrants share.

The emotion

Written to Desire. It does neither clearly.

The three watches are shown up close in their finishes on a rich dark backdrop, building want for the object itself as the prize; no price or terms appear on the creative.