I like the sony ad in chapter seven because it shows a great product benefit without actually showing the product. The fact that the camera can fit behind a person's hand is impressive and keeps the attention of the viewer as they try to figure out where the big camera they expect is.
This ad for Lego also shows a product benefit, but it is more abstract. The obvious benefit of Legos is that they can stack to build things, but the real benefit is that they let the imagination free. By showing a simple two piece structure and describing it as an airplane shows that Legos are whatever their user imagines them to be, opening up infinite possibilities to kids.
Chapter Eight
The ads for North Carolina are great. I really like the simplicity and clever writing that makes them more than just a pretty picture. I also appreciate the environmental message that the earth and nature are important and beautiful.
This ad for WWF shows how much damage we are doing to the forests. It is easy to forget that trees supply us with oxygen, but this ad serves as an effective reminder. Both ads show the benefits of nature and force the viewer to pay more attention to what is around them.
Chapter Nine
The ads for Greyhound in chapter nine have great typography. I really like the way the text changes as it reads to create emphasis and drive the message. If the ads had read in a simple 12 pt serif font they would not have been effective at all.
The image above shows a bag from Chipotle that also uses typography to provide emphasis. The text is interesting alone, but it is made much better by emphasizing certain words and using a font that has a personality.
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