We waited 21 years for a train...and missed it!

Have you ever heard of curiosity gaps? That sense of a lingering question, an unfulfilled curiosity, an open loop that needs closing? This ad is a textbook example.

We waited 21 years for a train
... and missed it!

No, this isn't an episode of a dramatic series. It's a brilliant headline from a 1941 ad for Hamilton watches. Let's unwind this a bit.

What emotion does that headline create? Curiosity.

Have you ever heard of curiosity gaps? That sense of a lingering question, an unfulfilled curiosity, an open loop that needs closing? This ad is a textbook example. The mind-boggling statement - waiting 21 years for a train, immediately hooks you in. It arouses your curiosity - why would anyone wait so long for a train? And how could they possibly miss it after all that time? It's a loop that needs to be closed, it's an itch that needs to be scratched.

This captivating Hamilton ad tells the tale of a couple who, due to the unreliability of their watch, miss the train to their son's graduation - an event they had waited for 21 years. By employing this impossible headline, the ad effectively underscores the importance of reliability – the unique selling point for Hamilton watches.

Remember, when you're reliable, when your products and services deliver consistently, you make sure no one waits 21 years for their train and misses it. In our businesses, we can all strive to be the Hamilton watch that people can depend on.