The Story of My Life
Target has a talent for the wordless. Hilarious and wordless. Eschewing speech in this ad helps it stick, the emphasis is solely on the visual – this momentary encounter we are all so familiar with (especially those currently in the stage of moving). For me at least, the more visually compelling an ad is, the better I recall it later. This Chanel ad is one of my favorite examples.
Excess speech can actually cloud the communication of a message. I associate fast-talking with the listing of side effects or contest regulations, and I tend to just tune it out. Since ads only have 30 seconds to communicate in the first place, almost any speech will sound hurried. Minimize words, maximize impact.
Look in the background, they apparently go to ‘Target University.’ Ha.