A safety pin is reshaped to make the outline of a car. Below is Volvo’s logo. It was an ad for Volvo whose positioning was: The safe car. The ad won a lot of international awards ten or so years ago.
Another ad showed a single musical note with its dangling limbs bent, so it seemed like a note in the middle of a jaunty little walk – it was ad for Sony Walkman.
An antique store ran an ad with just a huge blurb that instead of saying ‘New’ like a lot of ads do, says ‘Old’.
An ad for FedEx showed an open FedEx courier box, inside it was another box on whose sides you could just about make out the DHL logo. There was no line, no copy. It was beautiful because it said FedEx is so reliable, even the competition uses it.
An ad for The Samaritans, a helpline for the suicidal, showed a close up of an ear. A line below said ‘Open 24 hours’.
A TV ad showed a lady flipping through the papers. She has hiccups. She stops to stare at one page. Her hiccups disappear. Close up of the page. It says - Surprisingly ordinary prices. Volkswagen . Only L 8175.
An ad for Club 18-30, a tourism package promoting sex among its customers, simply carried two words: Roger More.
Sometimes the simplest ideas are the best.
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