It's no surprise, then, that the best ads use clever visuals to stand out and spark audience interest. Through the use of effective visual hierarchy, these ads for Pilot's ExtraFine-tipped pens definitely make their marks.
First is the eye-catcher. The full-body graphic immediately draws attention to the whole of each advertisement. Placed against a white background, the entire figure stands out. The few colors used (primarily yellow, blue, and black) jump out, also providing a stark contrast against the plain white.
By using Lego characters, a familiarity is established with the audience, a majority of which have probably played with the popular toys. This mental bond allows views to quickly notice the pieces that shouldn't be there -- unfamiliar dark scribbles that cover the characters' bodies. It is the unfamiliar that causes intrigue and thus leads the audience to take a closer look, only to realize that the marks are actually finely-detailed tattoos. With the knowledge that Legos are not very big, the intricacies become more brilliant. Finally, in conjunction with the macro photography that blurs the background while focusing on the fine lines, the tattoos truly stand out.
Secondary visual cues then lead viewers to notice that there is yet another entity on the page: in either top corner lies a thin pen, sporting the text "Pilot ExtraFine." The final connection is made between product and ad: Pilot ExtraFine pens have tips thin enough to draw such delicate lines on objects so small.
Many ads try to promote their product name by stating it in large, bold, in-your-face text. This ad's success lies in its ability to avoid such tactics; by exploiting the natural tendencies of visual perception, it shouts its message loud and clear.
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Seen any interesting ads around? Leave a suggestion in the comments below!
Source: http://www.chrisrawlinson.com/2010/07/pilot-extrafine-lego-tattoo.
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