NIJE STO nosi moje ime, to je bila fora kada se u Hrvatskoj pojavila, pa kad je odande donesem u Beograd svi sokirani * ^ _ ^ *. Sada je samo volim jer se ne reklamira nekim posebnim oligo ultra pro something benefitima, flasu koja nije nemarno besmislena, a ni prenapucana i dizajnerski samodovoljna. Ima ta fina jednostavna crvena slova, neki cudan ugodan unicase (font u kome su velika i mala slova iste visine) bistar i citak iz aviona i smesten iznad te lepe sume koja kao da je uzeta sa starih slika jugoslovenskih naivaca iz 50-ih i 60-ih, o tome spremam malu studiju...
A ova nova reklama... u skladu sa svim tim - bistra, promisljena, izvedena perfektno, zanimljiva, za gledanje u dahu, za milion gledanja u dahu. Svez zrak u clutterovanom reklamnom bloku.
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NOT BECAUSE it has my name, really it's not that, Jana Water was the thrill for me to have when it first came out in Croatia a few years ago, when I would get it back home and shock everyone carrying this bottle with my name on it. It was super fun * ^ _ ^ *! Now I just love it because it is so simply beautiful, it doesn't use no stupid advertising BS like some special utra super pro something complexes. It is ancient old artesia water packed in this fine bottle not stupidly senseless but not designerish overloaded with selfexposing and selfcontent. Has those fine unicase red letters clean and legible, placed above the nice forest and the pond that looks like it came out of my favorite paintings by famous Yugoslav naive painters from the 60's. I'm preparing some kind of a short study on that topic as a matter of fact...
And the latest commercial... in accordance to that - clear, smart, perfectly executed, the story, direction... interesting to look againg and again, and every time it feels like a single breath. Of fresh air in a cluttered commercial break.
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