From Ads of the World, an award winner.
Advertising Agency: Serviceplan Hamburg / München, Germany
Creative Directors: Axel Thomsen, Alexander Schill
Art Director: Jonathan Schupp
Copywriter: Francisca Maass
It’s the hat. We all should learn this lesson, that often one needs to step back, reduce the business idea to it simplest form, and find a metaphor or, in the above case, a visual that cleverly and completely communicates with your customers. Did you notice it was a German ad agency that created this ad?
7 users commented in " IT’S THE HAT. From the School of “Less is More” Advertising. "
That’s brilliant!
Yeah, I like this kind of clear,simple thinking that many people don’t appreciate or recognize. Yet someone at the HAT COMPANY is undoubtedly wondering why they paid so much for so little copy.
In programming, we give this type of thinking the highest accolades. We don’t praise complexity, we praise elegance.
Can’t you just imagine the scene in the boardroom, however, as the agency presented this concept to the top guys. All of us get so wrapped around the axle with all our product features–”you don’t mention our anti-crumple feature!”–that we miss the opportunity to break through the clutter with a dagger of an idea.
Apple’s IPOD is one of the best, today, with the dancing silhouettes…what are others?
Design applies to everything…products, computer code, advertising, copy. I like Nike’s “Just Do It” as it cuts straight to the point…very powerful message that embodies their brand. My father-in-law has a great saying…”that grass seed isn’t going to grow while it is in the bag” and Nike’s “Just Do It” is a shorter way of saying that.
Oooh. This is cool.
I actually like ours at JOBDIG…’because everyone should dig their job.’ Not as simple, perhaps, but it does say a lot in a few words. I think the best kicker texts come from ONE person, not a committee.
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