I was disappointed by the advertising on the superbowl a few weeks ago. Most of the ads were terrible and several were incomprehensible.
Some of the more effective ads shared a common trait: they were simple and focused. Simple messages work. Simple is memorable and understandable. That’s one reason why Google’s search ad during the superbowl scored so high with viewers.
Some question whether it’s possible for simple messages to communicate complex ideas and subjects. For me, the following video communicates an important message and reinforces emotion and safety – all without a single spoken word or the violence that we often see in similar ads.
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