The idea is this: Every day we are exposed to so much advertising, that some of it's impact is lost and we no longer take much notice of it, dubbed 'wallpaper syndrome'. Going back over the last 30 years and comparing to current approaches, I identified the main difference in being the amount of copy involved. Old ads used to be like magazine spreads, with columns of copy and less images, whereas now it's more common to have a tagline with lots of branding, dominated by an often unnecesary image of the product. The end effect is that it can all look the same, but additionally, it can mean an often powerful concept / tagline is lost to it's accompanying image. 

 

What I've attempted with these car ads is to take out any imagery deemed to be uneccessary, promote the critical typed element of the ad (tagline or campaign name), and hereby clarify the message behind the ad. 

 

By taking the images out of the equation and focussing on the type, the following can be achieved. 1 • The ad now has a look which would set it apart in a typical commercial / urban environment, increasing it's impact. 2 • The message itself is being highlighted, potentially increasing effectiveness of the ad. 

 

The scope of this project includes a digital motion advertisement to come soon.