Quick and clear design makes for extremely powerful advertising.
A lone brick standing up to a night sky in snowy weather quickly reminds us of this building material's ability to retain heat. Its simplicity is nothing short of elegant, leaving the reader with little to do but take in the headline and rather long copy which proves this ad's assertion in great detail.
I'd give up a snowball in you know where to have written that headline by Roger Vilsack. Get it, "under the moon" instead of the "sun" because its colder at night, right? Anyway, I'm glad to have had the chance to make any contribution at all on this one.
One, two, three, from left to right: brick in a box shaped like itself, headline in a typeface that's strong as the statement itself and copy that everything else ordains must be read.
It's an ad that designs itself with little help from me. I can't fathom seeing it any other way. Just imagine color blocks, initial caps, subheads and so on and so on. Here, they are especially frivolous because anything more would seriously distract from a great concept and the ease with which it is delivered.
Design and art direction*