Issue 16

Today’s intro is brought to you by Joan Didion:

“…there’s no getting around the fact that setting words on paper is the tactic of a secret bully, an invasion, an imposition of the writer’s sensibility on the reader’s most private space.”

When we write something to be consumed by others, especially advertising, it’s an invasion of the readers’ most private space. We’re taking something away they’ll never get back: time.

Respect their time, and they’ll reward you.

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HEADLINE — MCDONALDS

“Great headlines aren’t great sentences…they’re great ideas expressed in words.”

OR, as Picasso said, “Art is the elimination of the unnecessary.”

SENTENCE — CITIBANK

“Live Richly” was a Citibank campaign created by Steve Driggs.

Each OOH ad challenged our society’s relationship with money.

A few incredible lines from this campaign:

• Make sure the people in your wallet aren't all presidents.

• He who dies with the most toys is still dead.

PARAGRAPH — BOMBAS

One purchased = one donated. It’s wildly simple and makes you feel good about your purchase. Including “46,707,676 Items Donated” helps their vision scale.

“Create with the heart; build with the mind.”

View the full ad archive on Are.na
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