Have you seen the new MacBook Pro TV ad? It has 12 words. No talk of more memory or a faster processor (that’s in the visuals). No talk of a thinner design (that’s in the visuals). No talk of ease of use (that’s the last visual with the finger). No white background. No call to action. No mention of the company. No branding line. No website URL. Just 12 little, powerful words.
You have to really know your product, the target audience and the core message to write this kind of ad.
- What the AE wrote in the creative brief
- The pitch for the idea
- Controlling the creative-killing committees
- Silencing the “but what about ___________” people
- The discipline to not add unnecessary edits or overly flashy graphics
Simplicity is the ultimate sophistication. Steve Jobs didn’t say that. Although, he lived it. It was Leonardo da Vinci. Leonardo was the first “Mad Man.”