"People aren't stupid, advertising shouldn't be
86 per cent of advertising goes unnoticed
The advertisement for advertisements. Miguel Angel Furones
Ferre's presentation ended with a big round of applause.
He is Chief Creative Officer of Leo Burnett Worldwide
and Chairman of Virtuvio Leo Burnett, and was at the
Crystal Room, Taj Mahal Hotel, on February 10, 2004,
to make a presentation on "Images that talk".
the presentation began, Ferre stepped back and let the
images take over. The audience sat riveted to the screen
for an hour the images spoke volumes that night.
believes that images "have the capacity to tell
a story in a single, universal language" and the
advertisements he presented did just that. They were
highly illustrative non-English ads, but all in the
room understood every nuance of what they conveyed.
talent is what makes the difference, according to Ferre.
Talent alone will not do, it will not succeed in reaching
out. Let the creativity flow. Don't confine it to one
form or another, instead mix and match. He explains
that text is like solid form, image is liquid and music
gaseous. Just like liquid expands more than the solid
when heated, when an image talks, it expands more than
the text. And images that talk favour a "globalisation
of feelings". So cut down
on the text and channel your creativity into creating
the perfect image, for people aren't stupid. Advertising
shouldn't be either