This ad for Singulair uses an image that’s visceral. You certainly don’t have to think about the meaning. The negative space is used effectively as a space to hold copy (although there’s a bit too much copy).
If you take the parts of the ad that people are likely to read: the image, the headline (go nose to nose with alleries) and the product name Singulair, you understand everything you need to know about the ad. That’s a good thing.
Alright, let’s break out the 5 monkeys!
By Marc Librescu