Ingenious ideas can be segregated into two primary factions. One that uses powerful copy to communicate a message and the other, brilliant visuals that let the picture speak for itself. Kraft’s creative belongs to the latter. The theme is centered on the company’s USP for its cheese - the presence of Calcium. Intake, therefore, makes one unbelievably strong (even food-chasing rats that are a handful for the strongest of traps). We do believe that this ad requires no copy to establish a rapport with the audience. Splendid!
Via:Adblogarabia
Comments
I am frustrated by this line: “We do believe that this ad requires no copy to establish a rapport with the audience.”
I disagree, actually.
There IS copy, and without it, you’re left thinking, “so?”
It takes a bit for the point to set in until you see the tiny copy, and the whole thing may well miss the mark completely (unless the creators are only trying to win industry awards instead of actually selling Kraft cheese). The Kraft Cheese SVC is a housewife, a mom—probably not the biggest fan of vermin, and certainly wouldn’t make the (rather large) leap without the copy assist.
Absolutely spot-on with your assessment. Thank you for that.
However, my point is - the visual in itself is quite powerful and therefore, I wouldnt be surprised if people comprehend the message even without the copy. And, I actually didnt need the copy to figure out that the cheese thief had Herculean strength. Yea...I did need the copy to figure out it was an ’ad from Kraft’.
You have probably taken the statement literally.