These days, advertisers are all about Instagram Stories this and Snapchat filters that.

But truly strong creative doesn’t need any gimmicky tech hook to, er, hook consumers. Take Target Marketing & Communications latest “Storytelling” print ads, for Newfoundland and Labrador Tourism, which have been running as full-page ads in major daily newspapers.

A stunning photo of a slate-grey humpback whale slashing through the ice-blue water is paired with just 11 words: “It’s like ballet. But all the dancers are covered in barnacles.” Like a ballerina pulling off a perfect grand jeté, the St. John’s-based agency makes pairing just-the-right photo with the just-the-right words look easy.

While the “Storytelling” campaign does include digital and social media components, it’s the deceptively simple newspaper ads that pulled me in.

Kind of like a trip to The Rock, the ads remind viewers to put down your damn smartphone and look up to see a whale or iceberg jutting out of the water. No Instagram Story even comes close.

Credits

Advertiser: Newfoundland and Labrador Tourism
Agency: Target Marketing & Communications