How to get your money back at sears Ad by David Ogilvy

This Sears ad is a masterclass in combining emotion with clarity.

The image of the boy with the damaged baseball hooks you emotionally, setting the tone for the promise of trust. The headline, “How to get your money back at Sears,” is direct and compelling—who wouldn’t want that reassurance? Ogilvy then addresses every possible objection with logic and proof, building trust with details about quality control and customer focus.

It ends with a confident CTA that reinforces the brand’s credibility and leaves no doubt about their guarantee. Simple, precise, and deeply effective.