Matt Arnerich

22. London. Writer. Travel Writing.

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So when I'm tested I remember I've been blessed With that tender ember resting left of center in my chest

He Said, She Said

George Watsky

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Word of the Day

Grandiloquent

/ɡranˈdɪləkwənt/

Adjective:

1. Pompous or extravagant in language, style, or manner, especially in a way that is intended to impress.

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A Thousand Words

A Mother’s Courage - Linc Gasking

2015

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Ads I love

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Vodafone hits the nail on the head by starting from the perspective of a quality piece of human insight, that is, that phones are good for everything nowadays other than phone calls. Attention grabbing, humourous copy directs you to the solution to broken conversations. The simple, comic design is also a winner, preventing distraction from the key message.

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I’m not crazy about the finish on the ‘pull up’ look of the bottom left corner. It looks a little cheap and lazy, a crumpled look to the main skin of the poster would be effective and more eye grabbing (a la this banksy). Otherwise love the copy and the story told, good job!

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Word of the Day

Pandiculation

/pænˌdɪkjʊˈleɪʃən/

Noun:

1. The act of stretching and yawning, especially on waking

2. The physical effect on my body of a Piers Morgan joke

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A Thousand Words

Todd Robertson - Child KKK

Gainsville GA, USA - 1992

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Word of the Day

Ameliorate

/əˈmiːlɪəreɪt/

Verb:

1. Make (something bad or unsatisfactory) better

2. To remove Piers Morgan from Twitter

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A Thousand Words

Xcyclops - Doha, Qatar

Oscar Rialubin

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The overwhelming strength of these creations are the brilliant images, which are both humourous, and provide an immediate sense of fear, of being trapped, which the brand then needs to use to position themselves as a solution. If you can evoke a genuine feeling of cofinement in your viewer, then you’ve won half the battle. Their target market of small to mid business owners is clear, by the characters portrayed as facing their impending doom.

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I don’t think there’s anything wrong with a long copy advert per-se, but it does feel as though to position themselves as the solution, they at least need a shorter, catchier headline. Long copy can be a great way of backing up your core image, but here it just distracts from it and actually may intice people to look away.

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Something simpler is needed: “Is your Insurance agent tied down?

If your business agent can’t shop around insurance companies, they could leave your business in deep water. Our Trusted Choice indpendent agents have the freedom to find the right choice for your business.

This communicates everything said above, but in a much more concise way.

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A Thousand Words

John Kobal Foundation - Leo the MGM Lion

Hollywood

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Word of the Day

Abyssopelagic

/ə-bĭs′ə-pə-lăj′ĭk/

Adjective:

1. Referring  to  or  occurring  in  the  region  of  deep  water  above  the  floor  of  the  ocean

2. How I’d like to describe Piers Morgan’s living arrangements

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A Thousand Words

David Doubliet - Kimbe Bay

Papua New Guinea

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He was a bold man who first ate an oyster

He Said, She Said

Jonathan Swift

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Ads I Love

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Aspirational advertising is the oldest trick in the book but with savvy consumers it isn’t always easy to pull of convincingly. The approach here is brilliant. Instead of falling back on the industry standard of beautiful people in pristine gyms, they attach their brand to something deeper, that is, why people want to get fit in the first place. The lower case ‘how did I get here?’ is familial, informal and connects the key visual to the product they’re trying to sell. It evokes the new key message in fitness advertising; that we shouldn’t be reaching for some unattainable target but simply a generally healthier life that allows us to do the things that make us happy.

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I love the ‘Grandma’ and ‘Climber’ and to a slightly lesser extent the ‘Drummer’ and ‘Desert Dancer’, as they’re all slightly off-the-wall and yet still focus on that key aspirational approach. The ‘Sitting Naked on a Balcony Man’ is not successful in the same way. As part of a series of pictures it works, providing an instance of down-time. But as a stand-alone image it lacks the human insight of the others and falls back on the slightly tired perspective that people should go to the gym because it’ll help them get laid.

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Replace every poster of the naked man with the granny. She’s ace.

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You see a mouse trap, I see free cheese and a fucking challenge

He Said, She Said

Scroobius Pip

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A Thousand Words

Black Mass Premiere 2015

John Blanding

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Word of the Day

Didactic

/dɪˈdaktɪk,dʌɪ-/

1. Intended to teach, particularly in having moral instruction as an ulterior motive.

2. In the manner of a teacher, particularly so as to appear patronising.