While both ads use similar elements and strategies, this execution short circuits on most counts among women. On the surface the ads seem similar to each other. Other than the gender difference between the models, the ads have similar illustrations, headlines and copy parts. But ad performance is often in the details and here the details are quite material in their effect (to the detriment of this ad and the benefit of the other Prilosec ad). Compared to the woman, the man offers the reader nothing different or distinctive. His emotions seem much more muted and ambiguous. The use of the clocks are needlessly complex. His purple tie (with the same purpose as the purple gown) is too small to be noticed and is easily overlooked. The result is lower recall. Also, while the headline and copy message is similar to Ad A, Ad B's lack of the sub-head indicating widespread doctor acceptance, with reverse print copy that is harder to read leads to a persuasion level that is only average. Overall, the ad's effect is 30% below norm - enough to give any advertiser an acute case of heartburn.