Visual seeks headline; object: matrimony
It's been over 4 decades since the creative revolution in advertising started putting writers and art directors in the same room to create more synergistic ad concepts, but you might not know it from this campaign for Club Med.
Attention-getting graphics -- creating a topographical image of a smiling woman's face using some exotic locale -- but what does that really have to do with the writer's line (It's not where you go, it's who you meet.)? Maybe it's Gaia, the mother-spirit of the earth you're meeting. And don't try to tell me that this is the face of a local resident. What am I supposed to assume this is? A couple of mermaids?
It happens. Every once in a while the art directors comes up with a "cool" image that the writer can't find the words to make relevant. Or the the writer falls in love with a headline that the art director has trouble visualizing. Those are the cases where you'd better hope your inspiration is so powerful that the reader overlooks the fact that your ad doesn't really make much sense.
Oh well. Enjoy the pretty pictures.