let the concept do the talking
You don’t need me to tell you that you are living in a world of information overload. Organizations of all shapes and sizes are yakking at us all day, every day. “Buy my widget!” “Donate to my cause!” “Join my group!”
The trouble with so much noise? We just filter it all out. We have to; otherwise our brains would explode!
In a crowded marketplace, simplicity always stands out. To illustrate my point, I present these two ads from, of all companies, Wonderbra.
(Publicis France)
No product shot; no copy. Just the company name and a great photo. Really, we have absolutely no doubt what these folks are staring at!
(Saatchi & Saatchi)
Again, no copy. No product shot. Just the company name… adjusted to accommodate a typographic double entendre.
Ads like these respect the intelligence of the consumer, which in turns help to build the relationship between the consumer and the advertiser. A message that is grounded in a strong concept does not need adornment to sparkle!
(You can see the rest of the ads in this series at davidairey.com)
