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Keep it fresh.
Keeping it fresh is one of the most difficult things any creative director or art director has to accomplish, especially when it comes to repositioning something with established and strong brand equities, like Shakespeare.
This morning, as I was reading the Washington Post on-line, I came across this banner ad for Shakespeare Theatre’s production of “Hamlet.�
In my line of work, I see a lot of ad creative. I’m jaded at this point. So, when I take a short breath, look hard and go “Wow,� it’s a great thing for me. In my opinion this is terrific work. Its simplicity - coupled with how powerfully the photographer captured the sulking, narcissistic, and cruel elements of Hamlet’s character - just bowled me over.
Too often, attempts to energize or update the iconic come across as lame or cynical. So often, the results of these “freshening� efforts are eye-rollers. Nothing is less hip than something that tries too hard to be hip. This gets there.
The Boomer Markets may have grudgingly accepted the inevitability of aging and mortality, but they sure haven’t given up on finding the Fountain of Hip. If this ad is any indication, maybe they should make their way to Michael Kahn’s production of Hamlet.
Posted on June 8, 2007 08:41 AM | Permalink
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Comments
I designed this ad and just want to say how cool it is that you featured this in your blog! Thank you for taking the time to write this.