Brilliant ad, sadly compromised

Screen Shot 2015-04-04 at 5.31.06 PM

How good is this ad? Really good, eh? (Thanks to Chas Bayfield for pointing it out). Very powerful headline thought indeed. But just think how much stronger it would’ve been if they dropped the stock shotty image and had the headline up big and boldly art directed. As it is the headline’s hidden and this looks like every other ad. Very forgettable. Great idea sadly compromised by bland execution. Massive shame.


About antmelder
Executive Creative Director at Host/Havas Sydney; passionate vegetarian; lover of books, boxing and Bruce Springsteen.

2 Responses to Brilliant ad, sadly compromised

  1. Yep, I’ve seen this so many times before where an ad has to answer a certain ‘pre-determined criteria or formula’ which, in this case was likely something like ‘It’s not an ad if it doesn’t have a picture in it’ or ‘the picture will make it more engaging’. When faced with criteria like these, I would suggest: 1) The last thing an ad should look like is an ad; and 2) Is the picture actually adding anything to the communication or simply weighing it down and diluting it?

  2. antmelder says:

    Hi dingo’s. Very timely comment – I’m just writing up a new blog post on this very topic…

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