Evian's counter-intuitive art direction

Companies so often get the ads in the corridors of Oxford Circus station so badly wrong. They always fail to realise that customers just sweep past them close by, propelled in a near-stampede of rushing bodies. Yet some of these brands put extensive text on their ads, irregardless of the hold up and possible assault caused by anyone actually stopping to read them.

The exceptions are the clothes brands whose shops greet you when you reach the surface - H&M, Top Shop, Gap, Uniqlo - who use simple branding and large, attractive pictures to say "make sure you visit US". Here's a typical example (it's from Berlin, but the art direction is the same):

So it was nice today to see Evian using the space intelligently and deliberately aping the clothes stores' style to attract attention. The disconnect between the art direction and the product, in this particular position, created enough cognitive dissonance to make me think consciously about the advert - which is a good deal more than half the challenge in these situations.

Of course, I'll just buy whatever bottled water is cheapest and then fill that bottle up with tap water until I need to buy a new one. I'm not a fucking moron. But it's a good try.