I find the idea for this magazine ad so incredibly odd, but at the same time ingenious. The message they want to convey is that ‘You can’t tare yourself away from your Gameboy Advance SP – EVER’. This could’ve been said in numerous amounts of ways, but this particular solution brought to you by Lowe & Brindsfors Sweden is truly special. It’s really hilarious but at the same time slightly tragic. I can’t help myself from lifting my foot in the air and imagine the way that guy is sitting with his foot on the glass wall.
The use of no copy what so ever really heightens the impact of it all. It’s a fun task for the viewer to figure it out and get to say “Aha!” and much more rewarding as well. Rickard Villard, one of the creators of this ad, said in an interview: “It’s wonderful when you can create ad without having to use copy and stuff. Image, logo – done!”
Wouldn’t we all want to have those straightforward and thoughtful ideas for which no copy whatsoever would be needed? To be able to come with a ‘simple’ idea that just oozes of creativity and wittiness. An ad that just slams it message in front of the viewer and the viewer is glad to have understood and received it.
The ad has won awards and rightfully so – the idea is of the purest gold, at least to a graphic designer.
Martin
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