Ad of the Day: OPI Brilliantly Creates a Whole Alphabet From Drops of Nail Polish

Color becomes language

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Color can communicate a lot of information, but not as clearly as if it were an actual language. So OPI made it into one.

A sassy, gorgeous new campaign from the nail polish company, created with TBWA's DAN\Paris, turns various shades of the brand's product into an abstract, droplet-shaped alphabet that fans can use to chat on a special mobile app.

In the launch video, a talking red dot—corresponding to the letter A—introduces itself. "My mom thinks I'm very classy, but I can also be pretty naughty," it says.

The idea of anthropomorphic nail lacquer might seem a little silly at first blush, but it's oddly hypnotizing, and a great fit for the linguistic concept.

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