13 comments

Pacific Blue's picture
Pacific Blue
335 pencils

4 Brands you see in the portfolio of every ad pro aspirant:

-1 Polo: Small but tough.
-2 Wonderbra.
-3 The Economist.
-4 PSP

Some years ago was more likely: Nike, Viagra and MTV.
Ok, nevermind.

Username's picture
Username
153 pencils

overused copy, it's getting boring...

juliangray's picture
juliangray
987 pencils

dear god, thats not a copy, that is the freaking car concept.

Jet Propulsion Lab's picture
Jet Propulsion Lab
10681 pencils

Why show the miniscule framed painting and not the portrait of Mao Ze Dong filling up the page?

theredm's picture
theredm
252 pencils

It would take away from the concept of 'small.'

Jet Propulsion Lab's picture
Jet Propulsion Lab
10681 pencils

No, it wouldn't. (BTW, this is actually Deng Xiaoping, not Mao Ze Dong.)

The whole joke is based on the common knowledge of rather "small" stature of these powerful historical figures. You don't need to make the picture/painting "small" to get the point across. You're actually ruining the joke that way. You don't have to spell everything out for the viewer. If you just showed the portrait of Deng/Napoleon as the visual with the line "Small but tough", the humor becomes more subtle and you get a bigger laugh as a result... Right now, it feels a little more about the "painting" rather than the "person", who should be the punchline to the joke.

Showing the "small but tough" leader in a small painting is way too redundant.

theredm's picture
theredm
252 pencils

From a graphic designer's point of view, I totally agree with you. But, as a separate species, we designers tend to read into things more deeply than 99% of our audience will. So reinforcing the small man with a small painting 'dumbs it down' enough for everyone to be on the same page.

Jet Propulsion Lab's picture
Jet Propulsion Lab
10681 pencils

Please do not take this as a personal attack, but you've just delineated in your own words a fundamental difference between a conceptual art director and a graphic designer. The latter often not being able to leave things well enough alone. More often than not, when the art direction feels "heavy-handed", it's likely a graphic designer is involved or simply the art director is actually a "designer". I've been in advertising probably longer than most of the people on here (former art director myself) and I've seen a fair share of "designer art-directed" work and the result is usually almost always the same.
They should learn to give more credit to the general public and stop diluting the concept to the lowest common denominator for once.

71's picture
71
2 pencils

this is not Mao. he is Deng who open up China to world.
He is well known as short and strong minded.
Only in this context, the AD make sense.

digifool's picture
digifool
255 pencils

This ad seems like it's trying to be the Bernbach VW ads of the 60's but it's not even close.

Burberry's picture
Burberry
18 pencils

Why is a lowercase 'p' used in 'Polo?'

Guest's picture
Guest

Why not put a big Deng there and say who dare to say him small.

Guest's picture
Guest

大众公司怎么可以这样。。

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