Ace Hardware, New Business ad for Entrepreneur magazine. 

We all know "buy or die" is a big "no-no"... but in the sea of Kirkland ads in the Costco Connections publication, wouldn't this catch your eye?! Smoke alarms DO save lives. Families suffer loss every day because they lose a loved one in a fire, and I'm talking about civilians, not firefighters. Too many homes do not have a working smoke alarm, or enough alarms. Scary truth. Install more alarms. Test them. Save lives.

You're wondering why I'm naming these after salsa... well in the fire safety industry (as in others) "buy or die" approaches have been frowned upon in the past. It's something we just don't do at First Alert, however, the past campaign for Costco Connections, we were asked specifically to use this tactic in our ad. So... I came up with a variance of "buy or die" facts that could be categorized like salsa, Hot, Medium and Mild. First Alert is always Mild, this time I was able to sell them on the Medium. (If you're curious to see what MILD looks like, click here). This MEDIUM ad is a very simple infographic, a question to get your attention and tempt you to read on, and a simple call-to-action. Hot always sounds like a good idea, but I like Medium salsa best anyway.

A part of the "Get Excited" campaign for new 10-year sealed smoke and carbon monoxide alarms. Enhancing the emotive quotient with this campaign, the imagery is energizing and playful while representing recommended placement of the alarm and highlighting features.