I feel the cleverest ads are very often the simplest. A smart play-on-words that is easy to understand and makes you raise a wry smile.

Less can certainly be more. A few examples of simply great ads include the DHL ‘Fed Up’ ad. Everyone instantly knows who they’re referring to and it promotes their service as superior to Fed Ex without saying so.

As one of the most recognisable brands in the world, Guinness have created a host of intelligent ads using the iconic image of a pint of Guinness. Sometimes they’ll use just an image and other times just words – always instantly identifiable.

Our work with Multiyork featured this very technique. Playing on ‘Multi’ we devised a range of campaign lines that explained the various brand messages such as multi options, multi tasking and multi skilled.

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