The big idea behind this new direction for Einstein Bagels is that it isn't trying to reinvent the wheel. Actually, it's more of an improvement. Some advertisements prefer to say something outright and not leave anything to the imagination. Suffice it to say, we're not using that approach.
With the "Wholly Experience" ad, we're using a visual analogy, which is basically "a comparison based on similarities or parallel qualities" (Advertising by Design, Robin Landa, pg. 67). The comparison in this case will be the bagel as compared to an experience coming "full circle", if you will. You get a "whole" experience when you go to Einstein.
It is safe to say that there's an element of exaggeration in most ads. For this ad, the exaggeration might be found in the "heavenly" aspect of it, with the wings and halo around the bagel. But it is this "overstatement or enlarging the truth beyond bounds" that is going to help "express just how terrific...[the] product is" (Advertising by Design, Robin Landa, pg. 80).
Another reason why Einstein Bagels are so good is because they are genuine; they're
"not an imitation, but bona fide" (Advertising by Design, Robin Landa, pg. 83). Other guys try to make a bagel that's as close to an original as possible. But Einstein takes it a step further. They come up with their own bagels and shmear flavors. Anyone can put cream cheese on a bagel. But who else would come up with Sun-dried Tomato and Basil shmear? Einstein, that's who.
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