In an article published in The Copy Book, David Abbott advised copywriters to "think visually", adding: "Sometimes the best copy is no copy." Apple didn’t quite ditch the copy, but it built its identity by taking a light-touch approach. Its MacBook ad, ‘Light. Years Ahead’ works because those three simple words feel snappy, while clever punctuation layers on the meaning. It’s testament to those old adages: simple needn’t mean boring and less is indeed more.
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