The basic idea for the ad of Pilot highlighter marker is considerably good but the execution seems to be struggling in the effective presentation. In some ad posters even the highlighted spots seems to be part of the mob, and here the ad lacks effectiveness. If a background of dull color would have been used that might have enhanced the effectiveness of the advertisement campaign.
Moreover, highlighting a small spot in a wide canvas with many objects is of course good idea if it is executed efficiently but in the ad, the background seems to becoming dominant over the highlighted spot. The ad carries a strap line saying ‘this is the whole idea’, which is equally vague. The ad has been created by Ogilvy, Guatemala.
Via Ads of the world
