Here we have a powerful example of a visual correlation that demonstrates what it’s like to be someone with multiple sclerosis who must rely on others. The audience is pulled into the physical challenge of doing everyday tasks along with the emotional one of losing independence.
Abington Memorial Hospital
This pleasing image with minimal copy conveys humanity, complex information and a sense of place. The intricate lines of the map serve two purposes. First, they speak to the delicacy of blood flow to the brain. Simultaneously, the map lets us know where the hospital is located. Quite simply, well done.
Sure, working out can make you feel lighter. But why show someone who doesn’t seem to feel anything—much less a difference? Where’s the sense of invigoration and transformation that comes from clearing your head and pumping your body?
Isn’t not easy getting an internal sales force pumped up about a product line they’ve been selling for years. What an expressive way to help the Viagra team celebrate the key product benefit. It’s quick. It’s fun. It invites participation. Cheers!
Pacific Blue Cross
This is an accident waiting to happen and that’s the exact point. Who couldn’t picture themselves inside this disaster story? Furthermore, it’s not a feeling you want to sit with. Viewing this creative, you’re propelled to take action whether it’s ride a bit more to the left or pick up the phone.
When the headline is so literal to what the visual says, a story tends to become a lecture, not a dialogue—losing the audience along the way. Furthermore, the creators of the ad appear so concerned that we get the point that the human being portrayed in it is almost forgotten.
The headline powerfully describes the complexities of this little-known condition. Still, questions come to mind. Isn’t the photo missing something? Could a fresher visual technique have been used?