Tuesday, December 11, 2007

Simplicity (again)

Left to my own devices, I'm a "more" kind of a guy.

In the kitchen, I'm always convinced that a hint of just one extra flavour will set the whole dish off.

In the studio, I'm always the one who says "wouldn't it be great if we doubled that slide guitar part with a glockenspiel. And a horn section. And a childen's choir."

So, when i first started studying advertising, the whole aesthetic of simplicity was kind of hard for me to grasp.

I liked complex music, complex books, complex films - why should ads be any different?

The answer, of course, lies in the willingness of the audience to engage.

I got that eventually.

But I still occasionally see an ad that's not single minded, that buries its central idea in a bunch of other fun stuff, but still works.

Normal creative aesthetics would dictate that this whole spot be about the hairy chest comparison.
But on the whole, i think it's stronger as it is, with that thought as just one of a procession of gags.

1 comment:

Charles Frith said...

This is the first blogspot post I've managed to get to from behind the great firewall of China!!

I love this genre of U.S. advertising. Brilliant casting, lots of irony and a great script. "a stick that smells of wildflower, and Shame" Brilliant.