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?