We aren't going to lie. This advert is intended to make you come.

This headline was written in big bold white letters across a plain black background, accompanied by The Baltic Art Gallery logo in the bottom right corner. Fantastic. Two page spread in the middle of a free student magazine I came across in the Sunderland University design centre. Now, quite often do I open a magazine directly on the centrefold pages, and that day was no different. I Was amazed by how bold and simple this was, and it got me thinking, why complicate things. It tells me what the purpose of the advert is, what it wants me to do, and it's a rather impressive, bold statement, executed in a brave way.

We (Dom'n'Ayton) now have it pinned right in the middle of the wall of our work space, as a reminder to us that we should always try and chip our work down to it's simplest most effective form! Fantastic piece of advertising.