In the advertising world, connecting two unrelated things can sometimes create a unique, memorable and impactful message. Naturally, you’ll want these concepts to have some relevance to your product or service for your communication to truly be a smart idea.

Which is why I’m left scratching my head at Coldplay’s new album cover. According to a Rolling Stone interview with lead singer Chris Martin, the title of band’s latest release is inspired by Frida Kahlo’s painting of watermelons called “Viva la vida.” The cover art is appropriated from a patriotic French painting known as “La Liberté guidant le peuple.”

So what do a famous French revolution painting, a well-known Mexican painting title and a British band have in common? Beats me. The album is not about living life as a painter. Not about the French Revolutionary war. Nor about living in Mexico. What’s even more disconcerting is how folks who don’t know the origins this album cover may see these two national treasures as being just some spare artwork and catchphrase.

This is not to say I’m opposed to using iconic paintings to express a point of view. I really enjoyed the Crash Test Dummies’ interpretation of the Bacchus and Ariadne painting on their God Shuffled His Feet album (which I highly recommend). It’s just when you combine two classic ideas to create a third concept that has nothing to do with you, maybe you should rethink the message you’re trying to make. — Karl, Copywriter

I confess: I am a runner. Like most people with addictions, it took me awhile to admit it. But after thousands of miles and countless pairs of running shoes, I have come to terms with running being part of who I am.

But after years of hitting the lakeshore at 7 a.m., there are still things I hate about running: Getting out of bed on a gray and rainy November morning. Bracing against the February winds. The first mile. Sweating. The taste of Gu.

On the other hand, there are things I love about running, and on most days the good outweighs the bad: Seeing the sunrise on the lake. A rush of adrenaline at the half way point. Watching the trees go from bare to buds to green to red to bare again. Sweating. Finishing.

I think my feelings on running are probably a universal insight into the runner’s mind: we have a love/hate relationship with the sport. And I am very impressed with a new campaign from New Balance that taps into this insight and gets it so right.

The first time I saw this ad, called “Anthem,” I rewound the DVR and watched it again. It isn’t often that a commercial does that to me! “That’s totally it!” I shouted at the TV. That’s exactly what it’s like to be a runner – New Balance gets it. That it is “a constant balance between joy and pain. A balance between work and play. A balance between love and hate.” The ad ends with, “Everything we do is geared towards tipping the balance. This is the New Balance.”

Everything about this campaign is brilliant: The way they tap into this universal insight into running. The way they link their brand to the insight. The way it all comes together in a great execution. Nice job, New Balance. I love this campaign and am even considering a pair of New Balance shoes. That would be a first. But I’ll try anything to keep the love/hate relationship going.

All of the spots in the Love/Hate ad campaign can be found here. — Rhonda, Director of Strategy and Planning