This Is What Happens When Art Directors and Copywriters Don’t Communicate…

Dennis Ryan, Chicago Advertising, Element79Yep, the writer fashioned a perfectly fine tagline…punchy, rhythmic, concise.

And the art director cast and styled a very beautiful model…her hair is flawless and she’s certainly lean.

But exactly which part of her drawn, emotionally-exhausted expression communicates ‘Live Well’?

I don’t get it.

Everyday, I walk past this blank, soulless pout on the side of a bus shelter outside the office.  And everyday, the jarring disjointedness of picture and copy makes me scratch my head.

Seriously, she’s young, she’s beautiful, she has a lovely figure…why can’t she smile and at least try to look like she is living well?


By Dennis Ryan, CCO, Element 79