I first saw this approach with the Tom Hanks narrated Ipad 2 commercial. A peice of advertising brilliance because when you actually remove everything that is functional, you truly are left with something that our brains can’t comprehend…or atleast most of us can’t.
Now FedEx have done the same by making their mission look simpler.
To me it does make it simpler. Too many times have I seen the million messages in 1 campaign. It’s time we take out the fluff no one wants to hear and make the point clearer.