Advertising is a come on. The rules are similar to meeting a lady or gent at a bar or café.

Conventional, unthinking, desperate advertising clutters our eyes with words and crap and blahblahblah. It’s a turn-off.

Effective advertising appeals to our better selves, our aspirations. Ads that win our readers’ hearts keep it clean and magnetize our attention, rather than shouting at us with big neon letters.

Don’t sell your products—remind us of the lifestyle we want to live, who we want to be, and tell us how you can help us to do so.

And that’s exactly what Boulder, Colorado’s GoLite did in its new campaign.

Well done, Sukle and Jamie Kripke. Via Sukle:

The insight for this campaign is about choices. The choices we make determines how much time we have for the trail. Do I choose to watch some reality TV or do I get off my ass and go for a run? Do I pack the blow-dryer, the curling iron, the straightener AND the krimper?

The images were shot by the uber-talented Jamie Kripke of Boulder…