I was researching the top advertising agencies in Canada and stumbled across Procter and Gamble. This agency has had a long life and has won many awards. This particular ad is for a water filter. The design of it makes the viewer draw the conclusion that the text is designed to look like a drop of water dripping out of the tap. The font selection helps to make the image clearer in the viewers mind. Personally I live it because it is simple, straight to the point but no direct. Its an ad the would cause a viewer to do a double take.This ad can be found on the brandweek website.
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