The popular-science insight that people
can easily grasp the meaning of sentences
even if some of the letters in the
individual words have been mixed up or
left out has, in the past two years,
spawned a whole flurry of press ads
working with “incomplete” headlines.
This is the first commercial to be based
on this. Except for the packshot it’s all
type and it asks the question where all
those missing letters have disappeared
to. Cut to a pack of the popular Knorr
brand “Lettersoup.”