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2 November 2009 | 3 Comments

Tangerine adopt a light ads are fantastic save for one detail, there is too much copy. Every time i receive a brief from a client i am always keen to understand the medium through which the artwork i am about to prepare is to be used on.

I say this because as you drive by an adopt a light ad for Tangerine you see people holding onto a pole (the light pole onto which the adopt a light ad is placed) for dear life. Now this is fantastic imagery. I would mark the creative behind that imagery 100% for the concept.

Obviously he knew the medium he was going to use and took that knowledge a step further by integrating it into the final artwork. There is no word for the genius behind this visual.

My problem however is that despite the good use of the medium in graphic design the rest of the ad is extremely poorly thought out. Firstly the artwork, by my estimation, is split up into two separate adopt a light spaces. This is no good because if a driver (target of the ad) sees one adopt a light and not another the message is incomplete.

The next issue i have with Tangerine’s ad on the adopt a light is that there is simply way too much copy on the ad itself. It is beyond me why on earth a designer would let his client strong arm them into turning a brilliant concept into such a poor execution. There is literally too much on each adopt a light space.

in my estimation anyone you are selling broadband to will understand a simple message and go to your site for info (or did tangerine forget they were selling internet?). The ad need never have had more than “broadband internet cheap” and a url.

Not sure who to blame, the client who wouldn’t follow the advice of the graphic designer he hired or the designer who wouldn’t tell his client how crazy the copy demands were… hmmm.