The quickest way to doom a potentially brilliant ad campaign? Taking it all too seriously. Advertising isn’t brain surgery. You don’t need advanced degrees to craft or comprehend a compelling advertisement.
Never stifle an ad simply because it lacks literalness. In fact, inject imagination. If your ads are overly straightforward, scrap them and start anew. Dare to be different.
Are Volkswagens inherently unreliable? No. Yet, their iconic “Lemon” ad grabbed attention. It compelled you to learn the story: VW’s dedication to quality meant that only the very best cars made it to the customer. Imagine the missed opportunity if Volkswagen had been too literal with that headline.
Consider this: Why do people engage with ads? Largely for entertainment and information. If your ads are all data and no delight, your marketing budget is wasted.
However, avoid creating ads solely for entertainment. The best ads seamlessly blend entertainment and information. The entertainment should stem from a key feature of your product or brand. The product itself should be the star. Simple in theory, challenging in practice – and what makes advertising exciting.
How much information does your audience truly need? What narrative will resonate and entertain? Answer these questions early. Then, evaluate ads and campaigns against these established guidelines.
A good ad campaign connects with your audience and resonates on a personal level, boosting sales and reputation. A great campaign transcends the target audience, generating widespread buzz.
Apple’s “1984” Super Bowl commercial aired only once. Yet, it remains one of the most discussed ads ever. News outlets rebroadcast it and newspapers wrote about it for months – a viral sensation achieved with only a single TV spot purchase.
That Super Bowl ad transformed Apple into a household name and fueled unprecedented demand for the Macintosh, even though the product was never prominently displayed or explicitly explained.
BMW’s Mini Cooper was launched in the US with virtually no TV advertising – a bold move. Instead, Minis were strapped to the roofs of SUVs, driven around major cities, tongue-in-cheek billboards were deployed, interactive print ads created and guerrilla marketing tactics embraced. The result? A waiting list of eager customers.
Companies that embrace bolder thinking achieve greater success. A localized mindset limits potential regional, national, or international expansion. Your ad campaigns should reflect your company’s ambitions – even if you’re not there yet.
Challenge yourself and your marketing team to think bigger.
Consider this article the third of twelve steps. Challenge yourself, your staff and your advertising agency to revolutionize your ad program. If you missed a previous step, contact the author for a complimentary copy. And, remember, every revolution begins with just one step.
Jeff Berney is a freelance idealist, brand evangelist and writer. He can be reached at jeff@jberney.com
© 2006