I've heard people say that today, visuals are more important than words.
I know for a fact that ads with too much copy are less likely to be read than ones that are more visually driven. If you have a good visual for your ad, great! But keep in mind that copy is not dead!

This video proves it...

During my first Portfolio class at Syracuse University, my professor Kevin O'Neill, would always say to us "First say it straight, then say it great." In my opinion, really great ads say it great but in a very short way. I always compare it to writing an essay. Its usually easier to have a lot of research information and write a really long essay than having the same amount of information and writing a 2 or 1 page essay. Also, the short essay is also most likely to be read and enjoyed by others than the long one (...and you know there won't be any BS..only info that goes straight to the point)

Same thing applies to writing and ad. You have all the brand's history and benefits and you have to find only a few words that sum it all up in a creative way.

I guess I can say that I'm a true believer in the architect Ludwig Mies van der Rohe famous quote "Less is more."

Here are some ads I found in a book that, for me, are good examples of short but sweet copy. Some of these are accompanied by visuals but they are still just as good.