Keep it simple

This magazine advert for Coca Cola is a nice example of an ad where reduced content and message make the advert not only eye-catching but also eliminate the need to adapt the content to each regional market - both the visual and slogan used here will be understood almost anywhere in the world.

I am not sure whether this ad is actually one of them, but according to this column in today's Herald Tribune, an increasing number of global companies are starting to use one single campaign for all their regional markets. Given that almost all advertising in Japan still seems to be done by local agencies and targeted specifically to the preferences of Japanese consumers, it will be interesting to see whether this trend will have an impact here.