This ad for Mini Oreo is an example of less is more. It’s one of those rare ads that is both clever and descriptive. The copy is short and sweet: Milk’s favorite little cookie.
The ad would have worked without any copy at all. One gets the sense that someone felt that they had to write something.
Compare this ad with yesterday’s ad for New York State parks. The Mini Oreo ad has a great little image that needs absolutely no copy. You look at it and you understand it. The New York ad is an overdone illustration that needs acompanying copy to explain the image—and after you’ve read the copy it still doesn’t really make sense.