Creativity in Advertising tends to be one of those you know it when you see it things that is often difficult to define. As Wolfgang Amadeus Mozart said, “ When I am, as it were, completely myself, entirely alone, and of good cheer—say, travelling in a carriage, or walking after a good meal, or during the night when I cannot sleep; it is on such occasions that my ideas flow best and most abundantly. Whence and how they come, I know not; nor can I force them.”
Source: William M. O’Barr, 2007, Advertising and Society Review
An ad is written once the advertising agency has researched the subject. Whether you are trying to understand how people grieve or how people wash their clothes research is one of the most important stages in Advertising. If you do your research thoroughly you can discover what makes people tick. By doing this extensive research you will discover that it is much easier to come up with the big idea and write convincing copy.
You need to be able to answer the following questions to help you come up with your big idea:
Who is our target?
Where are we now in the mind of this person?
Where is our competition in the mind of this person?
Where would we like to be in the mind of this person?
What is the consumer promise, the big idea?
What is the supporting evidence?
What is the tone of voice for the advertising?
Below are some ads that keep you enthralled, entertained and engage you emotionally. Only if it was that easy!
Coke Zero challenged unsuspecting train passengers to unlock the 007 in them for their chance to win exclusive tickets for the new James Bond movie SKYFALL. However, the exclusive tickets weren't free. People had to go the extra mile and unlock their inner 007 in less than 70 seconds to win.
Watch the moment Liverpool Street Station danced to create this special T-Mobile Advert. Life's for sharing.
This ad has you sitting on the edge of your seat. LG IPS Monitors. So Real, it's scary!