Last week, Rate the Ad
brought discussion to the ever-present line between art and copy with a print ad for Habitat for Humanity Australia. The ad uses an abundance of text to create a hidden illustration of a person holding his face. We wanted to know, in an image-saturated media world, is so much copy scary? Did the tactic work or does all that text get in the way?
Commenter "jmklug" says: "Love the concept, but I think it only works if the headline is provoking enough to warrant a deeper read (which I believe this one does). Otherwise it just comes off as a gimmick and doesn't reinforce the message or brand at all. As a notorious copy-skimmer, I can tell you that even as I'm writing this I haven't read more than the first few lines of the body and the emphasized words, but I still got the overall message."
Proving that images are indeed stronger than words, "rdjwilliams" says, "I saw the face immediately (and I've never been able to see one of those 'Magic Eye' images). I only took the time to read the headline and subhead (as I think many might). As I'm familiar with Habitat for Humanity, I didn't feel compelled to read all the copy. But I don't need to - I get the message in just a couple of seconds."