I Don't Need a Map

As consumers, we love putting the pieces together and finding solutions to little problems within ads. A quick visual story can provide the perfect opportunity for letting people fill in the gaps, and Nescafé has done a brilliantly minimal job in their recent coffee campaign.










These ads are clean and calm - but the narrative quality draws me in and let's me know that there's something more to understand besides looking at an attractive image. I move through the quick story and get lead straight to the logo and headline, where I get my final "ah-ha!" moment.










The coffee stain circle brings a tactile quality to the otherwise cold overall feeling of the piece and reminds us of the product being advertised. There are some negative connotations with coffee stain rings, but I think the benefits of the visual impact outweigh the negatives in this cases.

Without butchering the classic advertising commandments, Nescafé has created a modern narrative with an intriguing solution waiting to be discovered.