Creative Concept: I liked the creative angle given to the brand. As a brand with so much emotional capital, it was well used to create a no-nonsense advert that said little and yet made an impact. A very strong announcement also from a visual point of view. I liked the light balance used, especially on the product. Audacity, frankness and prestige were the key elements that I felt strongly about. The title is very creative and commands respect. If I were to put myself in their TA's shoes, I would definitely be tempted to take it for a test drive or check the website for more information. The creative concept also focuses on the aura of mystery it creates with the little information it gives and the dramatic visuals of the product. A good concept that was well implemented, for a good final effect. The idea of ​​replicating the black lines on the left side of the page, which resemble a typewriter, is very well done. It gives the ad an old-school feel, but it also introduces the ruggedness factor, which is a key attribute of the Hummer. Layout: The layout of the ad is impressive, eye-catching and bold. The movement of the eye from the title to the slogan and the image is fluid and seamless. It is a full bleed layout. Image: The image is strategically placed at the bottom right of the page. The ad features a signature shot of the front grille, centered, shot from a low angle and tilted upwards. Very aggressively presented, letting the product speak for itself and creating an aura of mystery. It brings prestige and boasts power to a brand already associated with "ruggedness" and driving a "blue off-roader." The lack of color, except black and a bit of yellowish gold in the headlights, is instrumental in giving the car the physical properties of power, substance and toughness that could eat the competition for lunch. With the exception of the front crease, the rest of the car stands out in the darkness. There is a sort of typewriter feel given to the image. As if it were breaking news. Title: "The Mountain has arrived at Alfa". Creatively, it's a strong statement that completely complements the image. The font is black and large, which works perfectly, offsetting the white balance in the ad.