Have to be honest here, we’re thinking of filing these under the “few nice lines, shame about the art direction” category. Once again, Jim Glynn has produced some pithy copy, although some lines aren’t as strong as others…why have six ads when four will do?
However, the art direction here seems to be a first thought, and really doesn’t do much for the campaign. Great ads have the copy and image working in tandem, but here the visuals aren’t necessary. It’s a case of seeing and saying at the same time. The copy works without them, and in this case, the art direction often makes the type difficult to read, especially in the ad about the dryer. Overall, it just feels a bit dated and unoriginal. Drop shadows? Helvetica Neue?
When the headlines are the focus of a campaign, which is rare these days, the art direction needs to support them. Whether it’s flat color with some simple line illustration, or some fabulous typography, the headlines (some of them anyway) deserve a little better than this. But we still love you Sukle. We do.
Via Ads Of The World. Thanks for the tip, Greg.