Issue 28

Happy Monday.

Sweaty bodies pressed together like cattle waiting for slaughter. The air is thick with cologne. A drink sloshes on your shoes. An elbow finds your ribs.

Pushing your way to the front of a crowded bar is a strange, universal experience — beautifully distilled here into two words:

What makes this work isn’t what it says, but what it leaves unsaid.

The creative resists the urge to overexplain. It trusts the image to carry the chaos, the sweat, the squeeze, the anticipation, and lets two words land the emotional payoff.

Sometimes the most difficult part of our job is cutting things down to the bare minimum. And, as Rick Rubin wrote, “The best art removes everything but the essential.”

That’s exactly what this ad does.

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