In print advertising, there are (as far as I know) just three ways to communicate your idea:
1. The idea is carried by the words alone, and any image that is seen is there more for support than for explanation.
2. The idea is communicated through the visuals alone, and few (if any) words are needed to clarify it.
3. The idea is communicated through the words and visuals together. To make sense, the ad needs words to pay off the thought introduced in the visuals (or vice versa).
This lovely ad from BBH in London definitely falls into the third camp, and it’s an unusual ad, in that most ads these days scarcely need a headline at all.
The ad also reminds us of the huge power and potential of great art direction. I have seen this basic thought many times over the years (where some unrelated image is used to symbolize the feeling of being this happy, this excited, and so on), but I’ve never seen it so perfectly executed. The layout is crisp, clean and airy, and the photo tells us everything we need to know about the feeling of joy.
If you love music, mud and Mother Nature you’re probably heading to a camp site at some point this summer. But why take shelter in some dull, conventional tent when you can recreate the Summer of Love in the hippie-tastic VW Camper Van Tent.