ADdicted: What If...

I stumbled across this ad from Neo Financial late last week and it made me smile.

The ad recognizes a simple truth: any great innovation begins with someone looking at the current state of affairs and asking "What if?"

The Canadian tech company brings that idea to life brilliantly by implicitly highlighting services we've come to love because they were so much better than what we used before.

"What if the future of banking wasn't a bank?"

Those nine simple words prompt Canadians to think about every annoying thing they tolerate from their traditional banks and how things might be different... and better.

And of course, that's where Neo Financial would come in.

I've written it before, and I'll write it again...

Great ads don't have to be complicated. In fact, they rarely are.