Why do we still end ads with packshots?

Whenever an advertisement ends with luminous packshots, I find myself returning to the same question: why does this convention still persist? In a marketplace where consumers can discover, compare and purchase products within seconds, the final product reveal often feels less like a strategic necessity and more like an inherited ritual.
For an industry that constantly speaks about innovation, our continued reliance on one of advertising’s oldest habits is difficult to ignore.
However, the more important question is not why clients continue to request packshots, but why agencies continue to accommodate them with so little resistance.
If our role is to build modern brands, then part of that