Some of the most emotional and tasteful advertising is done after the death of an icon.
After Roy Disney’s death, Disney simply showed Mickey with a teardrop. The image captured the idea without words.
A great concept trumps words or pictures.
In your creative toolkit, a very good process for both art directors and writers is to ask, “Can I convey the idea without words?”
Here are some great examples:
Here is one from TBWA Shanghai for Mcdonalds. Yes, they could have said "Made from natural potatoes." But this image says it all in a memorable way. And chances are you engaged with it longer because it was unique and memorable.
This ad from Amarok for Volkswagen is also a wonderful way to show adventure without showing the car on safari. Honda did something similiar years before.
Typically, a car company will ask "where is the sheet metal?"
Where is my car or truck?
The answer is sometimes the sheet metal takes a back seat. (It is there at the bottom).
Here is one by Giuliano Lo Re and Matteo Gallinelli for Pantone colors.
No color swatches.
Just a representation of how far you can take a color in the natural world.
Here's an old one from Pepsi. Wonderful.
Finally, one from Ford. Now a good creative director will ask the expected question, "Are we selling Ford or are we just selling a 'category' benefit?
Or more often said, could I put someone else's logo on it?
The answer is "Yes." But could someone else have use the logo Just Do It? Yes. Could Visa have done the Priceless campaigng? Yes.
A great creative would ask, are we doing this first? Is it campaignable? Does it convey our leadership in the category?
Find an ad or campaign where repeptition or accumulation conveys an idea. Send yours to firstname.lastname@example.org.
Book to Read/Own:
This is from a great colleague and inspiring ad guy and teacher, Luke Sullivan.
Hey, Whipple, Squeeze This: The Classic Guide to Creating Great Ads.
If you want to read the entire series of Black Belt posts: