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Which do you like better than others?
The fifth line is the best, the first is usable, but these ads are relatively uneventful. Keep thinking.
I don't like the look of the ads, I really like the copy of the fifth one.
Is it the art direction that is uneventful or the one-liner concept?
I really want to stick with the single headline idea.
I know there are an infinite amount of approaches for ads with just one headline and minimal copy: Should i resort to the standard "logo in bottom right"?
Thanks for your professional insight.
Let's go piece-by-piece shall we.
The first one is fine, the second seems like some sort of sexual pun that doesn't quite get paid off. "Your mother would be proud" really tells no story at all. The fourth says "Quit trying to make things last forever", but with the copy in three chunks because of the commas, then two others because of the line breaks, it is reading "because | despite your | recent efforts| elastic | doesn't last forever." The last line could lose the first word "Get" and be more impactful.
As for the Art Direction, these are fine as they are, but the lines will have to sing without imagery and these are only hummin' a tune. Another thing is that GAP is known for a sort of "breathable freedom" attained by buying into the brand. This has most typically been done with a lot of white (or negative) space in their ads. These can succeed with just lines but let them breath. Ads that are headline driven can still be fantastic with images in them.