First or best?

Browsing through blogs today I came across an advertisement for Moxi, a DVR system. It’s message was simple, understated, and made me want to know more. 

I like the above advertisement, it’s so simple. The first line provides me a background and understanding of what the advertising message is about. There are a lot of consumers who still couldn’t tell you what a “DVR” is… but a “TiVo” we all know TiVo. Once we have established what we are talking about, we build on that knowledge and present something better, with a link to learn more about this new product. 

I clicked… I want to know what a Moxi is, and why it’s better than a TiVo. Play on those product associations in your own industry and you will reach a lot more consumers.