Magazine ads explaining Ben services and products through the eyes of the public. Each of the many ads are written with a specific magazine in mind. So for a music magazine, the ad connects the magazine’s content with the ad’s content. Same goes for a business magazine, free train magazine and so on. Photography and writing changes in look and tone depending on which magazine is used. Sometimes they contain personal or fictional stories, observations or simple facts. But still they retain that all-important ‘Ben feeling’.