WHAT WAS THE HIDDEN MEANING BEHIND THE PHOTO?
Challenge. In creating an ad, you usually start with an idea and then find ways to illustrate it. But sometimes, you work backwards. The client had a stunning action picture. A real grabber. But could it be linked to a significant customer benefit?
Solution. I asked the client, "What's the most compelling theme in the transportation industry? He said, "On-time delivery."
In other words, speed.
Bingo! There was the link. The picture made the point. Now it was just a question of finding the right words to complete the idea.