Creative concept: I liked the creative angle that was given to the brand. As a brand with significant emotional capital, it was used well to create a no-nonsense, low-talk, yet impactful ad. A very visually strong advertisement as well. I liked the light balance used, especially on the product. Boldness, audacity and prestige were the key elements that stood out to me as strong. The title is very creative and commands respect. If I were to put myself in their TA's shoes, I would definitely be encouraged to take a test drive or check out the website for more information. The creative concept also relies on the aura of mystery it creates with the little information. this gives and the dramatic visual of the product. A good concept well executed, for a good final effect. The idea of ​​reproducing the black lines on the left side of the page, reminiscent of a typewriter, is very well done. This gives an old-school feeling to the ad, but also brings in the ruggedness factor, which is an essential attribute of 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 image is smooth and transparent. This is a full-bleed layout. Visual: The visual is placed very strategically at the bottom right of the page. The ad features an iconic photo of the grille, in neutral, taken from a low angle and tilted upwards. Presented very aggressively, letting the product speak for itself and creating an aura of mystery. It lends prestige and boasts power for a brand already associated with “ruggedness” and “truly blue off-road” driving. The lack of color, except for black and a bit of yellowish gold in the headlights, helps give the car the physical properties of power, pragmatism and ruggedness, which could eat the competition for lunch . Except for the front curve, the rest of the car looms in the dark. There is a sort of typewriter feel given to the image. As if it were breaking news. Title: “The Mountain has arrived at Alpha”. Creatively, it is a strong statement that completely complements the image. The font is black and large, which works perfectly, offsetting the white balance of the ad..