Written by Ariad Communications on April 26, 2012
In 1932, A.M. Cassandre designed and illustrated one of the most simple yet effective ads ever created. So what is it that makes THIS my choice for greatest ad of all time?
- Less is more
- The visuals build a connection with the audience
- It tells a story
There’s no headline necessary. The beauty of this piece of communication is that it utilizes the product’s name, “DUBONNET,” to describe that it looks good, it tastes great, and that the man drinking it desires more.
In French, DU BO means “something liquid,” DU BON is “something good,” and DUBONNET – the name of this wonderful fortified wine.
The style of illustration is classic art deco. Cassandre was a master illustrator and here he skillfully creates movement and rhythm for the eye to follow that builds a real connection with the audience.
The “Dubonnet Man,” as he was known, is drawn mostly in outline. As well, the letters “DUBO” are coloured in to draw attention.
In the second panel, he sips the drink and more colour is added to him, as if his body is experiencing the wonderful taste of the wine. The “N” is then coloured in to read “DUBON.”
The third and last panel is fully coloured in with the product name. The Dubonnet man is now pouring himself another glass because he has been converted.
To sum up, I call this an ad, but it’s also a story. It was a poster that was designed to line the Parisian streets. Most people saw these posters from their cars. Nowadays we call it OOH or Billboards, Transit ads, wild postings, or just a print ad.
Even though it’s 80 years old, this ad shows how brands can tell an engaging story in simple and smart ways.
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