Here we are playing with the
idiom: It costs the earth.
The meaning of which is it’s very expensive! The ad visually shows the literally meaning of the term in that the earth is under attack. But what is communicated is the idiomatic meaning, in hope that viewer will find humour in the play on words
Taking inspiration from the classic arcade game Space Invaders, the premise is that the aliens are descending on the earth, with the defensive ship doing it best to curtail this. In the attention grabbing call out we deliver the slogan
mobile charges shouldn’t cost the earth
Putting it together
Starting off with this image of the globe found at http://www.colourbox.com/preview/3560407-261960-simple-globe-icon.jpg.
I used Live Trace in illustrator to remove the watermark and give me a usuable image. Next was a trip to dafont.com for the following fonts.
- invaders from space. The classic sprite characters found in he game
- Komika Axis and Comic Book for the slogan