Yes, I do want to see more.

This is an ad for Lexum Laser Eye Surgery, a Swiss company.

 The headline is: Who wouldn’t like to see more? This ties up the image beautifully. The headline is relevant even to me who enjoys 20/20 vision. This resonates with me and my own journey in learning to understand the world within and around me. The key to seeing past what we already know is our infinite imagination.  If I am living in Switzerland in the future and my eyes start failing me I will always remember Lexum.

I also want to know more. I want to know what is behind those massive white sheets. I can see the giant octopus but I have no idea what is in the background, it could be anything. Is that a castle in the far distance or a mountain range? The fact that I can’t tell what it is shows how brilliant the execution is. They have really tapped into the realm of the imagination with this one. This Ad inspires me to someday create Ads that open peoples minds, unlocking the child like curiosity within. This is what advertising should be. It makes me want to begin writing an Ad with the end in mind, the feeling that will linger on when they carry on paging through the magazine.

The core human quality that is evoked in this Ad is curiosity. We are all curious as children, so why do we become less curious as we get older? The reason is bad advertising! Being exposed to mind numbingly boring advertising for years at a time will damage brain cells severely and cause long term apathy.

Considering that the mind and emotions are infect one energy working together then an Ad that fails to invoke a positive emotional response will be lost within seconds afterwards. I felt the effects of this Ad lingering in my body chemistry long after I saw the Ad.