WHAT IS YOUR FAVORITE AD/PIECE OF COMMUNICATION? The question was being posed, via email, by an ad agency where I am counted among the pool of “steady” freelancers. My answer will be included in my bio:
The “You are here” graphic on any map at any mall, museum, theme park, tourist attraction, or information kiosk. It tells you everything you need to know in an eloquently minimalist triumvirate of monosyllables, dispelling confusion in an instant and bestowing reassuring order to unfamiliar surroundings. It also acts as the perfect Zen-like refrain as we grapple with the really big questions in life and try to get our bearings in a world filled to the piping hot brim with chaos and uncertainty: Where am I? You. Are. Here. Between the Baby Gap and the Food Court. Your place in the cosmos summed up in three simple words. Way better than “Just do it” — after all, what good is that supposedly beneficent mantra of marketing during an emergency bathroom crisis? You are here, and that’s pretty much all you need to know to get to where you want to go next. Not coincidentally, it’s also usually all you need to know to keep from peeing your pants. And that’s no small thing indeed – making it plenty worthy of commendation in my book.