i love leo (burnett)

This Leo Burnett ad is perfectly embodies the adage “a picture’s worth a thousand words.” It provokes a visceral reaction. I think weaponizing the keyboard is a brilliant choice because so many of us view technology as benign, an innocuous part of life in 2016. The tag line—in the hands of a cybercriminal, a computer is a weapon—is great. It drives home the point without venturing into the infamous “you wouldn’t download a car” territory.

I can’t get over how beautifully simplistic this ad is. No bells and whistles necessary here, and the spread reverberates with quiet confidence that says: You know it’s a Jeep. Also, can we talk about the delicious, ‘60s-esque coloring?

A good print ad invites the reader to linger on the page instead of flipping past to get to the horoscopes. This one is beautifully designed, witty and to the point—perfection.

by artist Andy Goldsworthy