I’m as guilty as the next ad person of being drawn to beautiful imagery, unusual font applications, and compelling design. But as a writer, I also know how much words can make – or break – a message that’s intended to persuade.

We know that words can evoke emotion. For instance, the iconic Volkswagen ad from the 60’s had the headline “Think Small” along with a simple photo of the VW bug, and a lot of white space. Design was important here. But if the headline was something like “The VW Bug is Different,” I doubt we’d be talking about this ad at all, good design or not.

“Think Small” conveys attitude. A real point of view. And it compells the reader to take action. Even if that action is just reading the rest of the copy.

If you haven’t seen the video above, it’s worth your time. For me, it evokes one word: powerful.

- Julie,
Creative Director