Advertising & IMC - Creativity - Session 07

Creative Strategy &

the Creative Process

Chapter 10

EMBRACE THE NEGATIVESomehow, this ad manages to be

self-deprecating, humble, and thoroughly confident all at once.

Snowbird is one of the most unforgiving and rewarding mountain resorts.

Positioning

The advert was posted to the brand's Middle East audience, and has since been removed. German skincare brand Nivea also said sorry over its "white is purity" deodorant advert that was deemed discriminatory and racially insensitive.

Creative ads are just like non-veg jokes There’s a thin line that divides a great joke and a joke that backfires

CREATIVESo what makes an ad

Target's logo is elegantly simple. One dot. One ring. We created a brand campaign that actively deconstructs this

iconic graphic identity. Instead of a static symbol, it becomes a rhythmic pattern, and a playful player in the

choreography of life. The result is a collection of images that embody the lively

aspirations of the Target brand. It’s living and breathing the logo in a bold new way.

The strategy at Target is to "own red” that is, have the consumer associate the color with the brand.

Target's creative and captivating ads have helped the company position itself as a more enjoyable

place to shop than its biggest competitor.

What makes a creative ad?AUDIENCE IMPACT

STRATEGIC RELEVANCE

1. AUDIENCE IMPACT

The Boom Factor

When a cannon goes "boom," it gets your attention-right now. So it is with an ad. It’s the surprise element-the "aha." It not only gets your attention, it catches your imagination. In this sense it's like great art. It invites you to stop and think about the message.

Like successful comedy, successful ad also has a

boom factor - the punchline.

“A great ad makes an impact on its intended audience.

It resonates.”

Problem avoidance or problem removal provide the foundation for many great ads. These resonate by being highly informational, by

offering relief from some problem.

Positive motives as consumers seek sensory gratification, intellectual stimulation, or social approval. Here, ads achieve greatness by being

transformational, using positive reinforcement to offer a reward.

Being Unique is not enough.It has to be Useful to the

consumer as well.

2. STRATEGIC RELEVANCE

Behind every creative team's choice of tone, words, and ideas lies an advertising strategy. When the ad is completed, it must be relevant to the strategy, or it will fail - even if it resonates with the audience.

Great advertising always has a strategic mission to fulfill.

This ad has both Impact & Resonance

Similar Ideas

Different Designs

Let’s Reflect