Nevermind/X-Ray Print Advert
Client: Roland UK

Coming up with a successful print ad for a black box is never easy. And neither is using humour in advertising.

Undaunted, I went for a clearly tongue-in-cheek approach for Roland’s GX-30.

The product is great, but looks, well, particularly black box-y. There’s no escaping the fact so I took the bull by the horns and encouraged potential customers to look beneath the surface. In one case using the photoshop’d X-ray image and in another by using an old high-school picture of a poor unfortunate.

It’s a fine line, but one that the client felt was walked neatly. I’m not sure what the guy’s mother would think, though.