VT INDUSTRIES DOORS

Most print ads present our eyes with a static image. This one engages us because the photo of a schoolkid being dragged to the principal’s office creates a full-motion vignette in our mind’s eye. We’ve often seen this situation—perhaps been the protagonist of it—so we readily imagine all the frames surrounding the single one that’s shown to us. That’s the difference between an archetype (good) and a cliché (bad). In this case, the vignette is particularly useful in conveying a sales point one wouldn’t have thought particularly visual—i.e., that the client’s wood doors are durable. Copy picks up the theme, telling us the product is “so incredibly durable, it’s difficult to determine who is more intimidated: the class clown or the competition.” The humor of the situation also lets the advertiser do a good deal of bragging without rubbing us the wrong way.Agency

Robaire and Hogshead, Venice, Calif.

Client

pl-x.com,

Pasadena, Calif.

Creative Director/

Copywriter

Sally Hogshead

Creative Director/

Art Director

Jean Robaire

Photography

John Clang