Agency: Euro RSCG Chicago

Name of ad: “Toner”

Launch date: October 2009

Creative credits: Executive art director: Blake Ebel; art director: Puja Shaw; copywriter: Ecole Weinstein; digital developer: Brian Waterman; digital developer: James Wynne

Why we liked it: Quill.com is an online office product supplier that strives for strong customer service. In a very few words, this print ad communicates both of these aspects of the company incredibly well. The visual of the ad is a piece of paper that has printed on it: “If you run out of toner we will replace it this quickly.” The clever part is that the printed words start off bold, then almost disappear (to simulate toner running out) then begin to reappear at the word “replace.” The body copy drives home the service aspect: “To us it's not just business, it's personal.” This personalized service message is reinforced by a subtle aspect of the visual: The paper with the printing on it is held by a pair of very human hands. This is a very subtly powerful ad. There's nothing flashy, but it just works.