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Hope everyone likes them. Checkout http://ajstone1981.blogspot.com/ to see more of our work.
-Andy Stone (art director)
The line is terrible. If it were something about fade-resistant colours then it would work. However this route has been done several times before. But do not use a biblical reference because that's just naff. CE
The biblical reference is used to represent 'divine'. People say tennis white or cricket white etc but surely the highest point of colour would be that of divinity? When people speak of visions of god it's never in black and white or grey colours, it's of bright shining light.
P.s. Fade resistent, if you search a bit more has been done to death, plus advertising something that keeps the brightness IS the same as fade resistent, it's just a different way of saying something that gets used too much.
It speaks to broadly then. Look I'm not saying stick to this rule always but great advertising usually relies on the 'TRUTH WELL TOLD' philosophy. This is so far from the truth of the product and it's a flimsy message, you might as well slap any old detergent logo over that Ariel logo. -- If you think the CD is going to kick himself and say "Damn, I wish I'd thought of that" then keep it in your book. If not, push harder, think about the truth of Ariel from the perspective of its everyday users and you can come up with something much better. The choice is yours. CE
Not to burst the bubble, but it has been done super similarly before, by Lowe Bull in Johannesburg, I think it shortlisted at Cannes, definately won at loeries.
Oh, didn't know that. That's a kick in the teeth. Though you may wanna mention that to CE above...