This is concept 101. No copy. Can the benefit or product story portrayed without showing words -- or even showing the product? The readership of these ads are often greater because we're hard wired to make sense of the photo or image. There's usually an "aha" moment when they get it. Honda created a terrific ad by just showing a safety pin in the shape of car. What more do you need?
Ford did it for their 4x4 by showing off road without using the SUV.
Boone/Oakley did it for plastic surgery by creating a clock that turns backwards.
Pepsi did it by animating the ice.
Very nice.
Click on the images for a larger view.
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