My colleague Martin always says, “when you have a great concept, the design doesn’t have to work so hard.”
Keep that in mind when you view The Lost Generation, a video that has now been viewed nearly 5 million times on YouTube.
The design is minimal—the concept and clever copy carry the day.
The first time I viewed this, I kept thinking “No way! There’s no way they’ll be able to pull this off in reverse!” Which, of course, they did.
It’s ironic that some might use the phrase The Lost Generation when comparing ad creatives from the past with today’s talent.
That’s not a fair comparison. It’s a different time and a different place. The media has changed as have our sensibilities as a society.
I’d argue that creatives of the past weren’t better or worse. They just faced different challenges.
The fact is, great concepts are timeless, and I’d argue that the video above would hold up in any era.
Do you agree or disagree?
Like the South American bank ad you featured a little while ago, this packs is similar kind of WOW.
Quiet and heartfelt with a contemplative delivery that’s both simple and complex, this rests on (and implies) the truth of things really powerfully.
It stirs the active desire to change course and reverse the damage we’ve done (and could still do), while taping right into the deep hope that there is a way to pull this off (despite what we might think!!!) while evoking our better and nobler nature.
And for my money, another exemplary example of responsible marketing.
Seems to me this – and that bank ad – come more from the heart the head, In fact, I’m not sure that even the most clever creative mind could come up with something this congruently and effectively multi-messaged…
Which is why this seems wise rather than clever, anchored by a mission that’s genuinely real rather than smartly and accurately positioning.
Which leaves me with this question: is the simplicity and brilliance of the creative concept and copy a by-product instead of a starting point?
I have always liked this one!