Helmut and me

Helmut was working on an ad introducing Avis to Moscow.

The visual was a rental car.

He asked me to order multiple s/s stats for the car visual.

I watched as he put in one large car, then two smaller, then three and four cars in the space alotted for the visual.

He finally decided to use three cars.

I asked him why?

He said: “One car was too big visually, 4 cars would be too small, two cars, the reader would compare one to the other.

With three cars, he said, the reader wouldn’t think about the cars at all, and focus on the copy.

That gives some idea as to how Helmut thought to control the reader.

Vinny De Luca
DDB Art Director