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Agency Network: 
Published/Aired: 
September 2008
Mitchell Eye Centre:  Mall

Description

Print advertisement created by Wax, Canada for Mitchell Eye Centre, within the category: Professional Services.

Caption

Mitchell Eye Centre
Your eyes. Our focus.

Advertising Agency: Wax partnership, Canada
Creative Director: Joe Hospodarec
Art Director: Joel Arbez
Copywriter: Sebastien Wilcox
Photographer: Rik kokotovich
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Highest Rated

Andrew Richardson's picture

The concept is good but the execution of it is lacking. The typeface was not a good choice if you want someone to read. It lacks variety in shape which makes it a pain to read. A serif typeface probably would have worked fine(square serifs so that it feels mechanical).

The amount of copy probably could be cut in half and get the same message across. The like 'you left your lights on' should have been dealt differently so we aren't FORCED to read all the copy to get it.

It's a good idea, just really poorly handled.

Andrew Richardson
Bull's Eye's picture

I love good copy in ads, but no one will ever start reading huge text blocks like this...

Bull's Eye
diegocrescini's picture

A good and fairly long copy with a great or fun story is always welcome. But I had to FORCE myself to read this to see if it had some kind of punchline. Wasted my time. The idea doesn't suck, maybe if the "focus" was put into a detail nobody would see, and not in a non fiction aproach to someone's car, it could be more effective.

diegocrescini
Activity Score 56
Other
STRTLRS's picture

These work but they took a risky approach with all that copy. The only way I would read this is if I'm on a plane waiting for take off, where I'm forced to sit still and do nothing else. Will it sell? Probably not.

www.storytellerscreative.com

STRTLRS
Activity Score 1601
storytellers. |

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I think, therefore... yeah.

Andrew Richardson's picture

The concept is good but the execution of it is lacking. The typeface was not a good choice if you want someone to read. It lacks variety in shape which makes it a pain to read. A serif typeface probably would have worked fine(square serifs so that it feels mechanical).

The amount of copy probably could be cut in half and get the same message across. The like 'you left your lights on' should have been dealt differently so we aren't FORCED to read all the copy to get it.

It's a good idea, just really poorly handled.

Andrew Richardson
Guest commenter's picture

very good

Guest commenter
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