In advertising, too much information not only confuses, it gives the opportunity to make a decision: YES or NO. Might the better response be, "I'd like to know more." The ultimate goal should be to get people activated and curious about your brand. If they spend just a moment questioning your brand, then they will have invested more thought and energy than had you simply given them details and attributes they may or may not care about.
Normal people aren't out looking for ads– looking for information in the 30 seconds between their TV shows OR on the pages interrupting their periodicals. This is their time of PASSIVE entertainment. When they get into search mode (and they will) they get on the internet... This is their opportunity to engage and engorge on details. Here is what people are talking about this week.
I am by no means suggesting that ads should become elaborate teasers or publicity stunts, but products that seem interesting naturally get people asking questions. Its also safe to say that the more expensive a purchase (cars, vacations), the more questions a buyer will have.
Maybe in the next couple of days I'll take a look at the literal vs. emotional balance in a few categories. I'm curious to see how this should play out on an entertainment brand vs. a product or retail brand. For an experiential brand, what is the best way to engage a viewer without ruining the experience of the movie/show/event/etc...? How should this play out on a low-involvement, low-risk product? All thoughts for the future.