What do decorative Koi fish and cell phones have in common?
On the surface not much, that’s what caught my eye about this ad for AT&T. The color language allows the Koi to pop from the background and be instantly recognized. The fish frame the phone nicely as if playfully moving it whilst floating in a blue-green pond. It is only on closer inspection that the viewer realizes that the Koi are in fact painted on a pair of hands and arms – a nice detail and tie-in to the phone’s use as a handheld product. The Japanese imagery with an American phone company help to sell the tagline “Best coverage worldwide.” It is simple yet impact full. I don’t use AT&T as my phone carrier, but their ad did get my attention – well done.