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October 12, 2006
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Brave piece of self promotion for Ogilvy Brazil here.

I'm not sure this ad really achieves it's goal. The type is so tiny as more people may have read until the end. But what are they trying to say. That people actually do like to read lots of text in adverts and that curiosity is a better way to entice customers over actually offering them something in return or even entertaining them?

I wanted to like this ad but alas.

Can anyone summarise? It goes on a bit.

Posted by:warren on October 12, 2006 9:12 PM

Meh. Just because you can doesn't mean you should. Long copy is dead in print, does it really belong in a banner?

Posted by:MC on October 12, 2006 9:25 PM

Ashley - was your comment "ironically" echoing the ad?

Posted by:mark on October 12, 2006 10:37 PM

yes I read thru the whole thing... more like I forced myself to, the length is bearable, just as the tiny type but the red background? my eyes are bleeeeeeeeeeeeeding (and I did not click)

Posted by:eM on October 13, 2006 1:04 AM

i like the idea behind it but the white type on red made me feel scared and alone so i couldn't read it all, i had to go find someone to humanize with by the water cooler.

Posted by:eric powell on October 13, 2006 3:57 AM

Actually mark it wasn't But you're right that was a very long comment and in hindsight it woudl have been funny if I was being ironic :)

Posted by:ash on October 13, 2006 5:37 PM

Thought this banner was great. Have seen similar concepts in press and billboard but the way it utilizes the space and format of an expandable is very clever. Proves that 'digital' can go a considerable step further than a good idea in the right place.

Posted by:Dave on October 16, 2006 6:33 PM

White type on red vibrant backgroung.. long copy.. It's obvious on purpose! This piece won a statue at London Festival.. and as far as I know, was mentioned as a perfect piece by legendary Neil French.

Posted by:Ronin on October 17, 2006 7:54 AM

I undertsand the idea behind the ad but why make the type so small and hard to read?

Why not use the technology and scoll the text? Even an auto scroll variable to the mouse cursor. I'd be more inclined to read type I dont have to lean forward to read.

Posted by:ash on October 17, 2006 9:03 AM

just getta bigga screen maan..

Posted by:roy on October 17, 2006 11:19 PM

Very funn, lot of letters!

Posted by:Juan Jose Diaz on October 20, 2006 6:36 AM

I clicked and it rolled over - that part was satsifying but again - "a picture tells a thousands words" if it's approached from the right p.o.v. I

I don't see the point of long copy, there's better ways to sell a message. It seems a bit tedious.

Posted by:Tobie on October 31, 2006 3:31 AM

Ash said "I undertsand the idea behind the ad but why make the type so small and hard to read?"

That is the idea behind the ad. As Ronin said...the reversed copy on red, the small type size it's done on purpose to make it harder to read. Why do you think terms & conditions are set at 6pt? It's not to save space...they don't want you to read them... muhahahaha.

Posted by:brad on November 12, 2006 3:13 PM

Excelent information. Best wishes from New York.+

Posted by:Ida on March 2, 2007 6:23 AM

I didn't read it. And I'm a copywriter!

Posted by:Jessie on October 6, 2007 1:01 AM

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