_Creative Advertising
In the world of advertising, trends, viewer needs, and what’s
original is changing on a constant
basis. It seems hard to pin point the age old question what makes creative advertising good? And in the industry,
how do top ad agencies, become just
that?
While things are always changing, the easiest way to analyze this is quite simple. Is the creative advertising a company puts out good or does it fall flat? Over the years viewers have seen it all. The best advertising agencies know the way to stay on top is to deliver content that is fresh, and put new ideas on the table for viewers. In commercials, viewers have seen the same things done more times than they can count. A commercial is successful when it either a) brings a new idea to the table or b) re-invents an old idea. In analyzing this year’s creative advertising through commercials, here are some of my favorite picks delivered from top ad agencies who knew how to deliver something innovative to viewers:
My Favorite Creative Advertising:
1. Cravendale: Cat’s with Thumbs
While things are always changing, the easiest way to analyze this is quite simple. Is the creative advertising a company puts out good or does it fall flat? Over the years viewers have seen it all. The best advertising agencies know the way to stay on top is to deliver content that is fresh, and put new ideas on the table for viewers. In commercials, viewers have seen the same things done more times than they can count. A commercial is successful when it either a) brings a new idea to the table or b) re-invents an old idea. In analyzing this year’s creative advertising through commercials, here are some of my favorite picks delivered from top ad agencies who knew how to deliver something innovative to viewers:
My Favorite Creative Advertising:
1. Cravendale: Cat’s with Thumbs
_Everyone knows cat’s like milk. If you have a cat, it’s
likely you find yourself in a similar position when you are eating your cereal.
What this creative advertising bit
did is morph the idea of a cat liking milk, into a bigger idea beyond that.
What if when our cat stared at us it was really thinking how to take over? And
what if all that stands between this happening, is opposable thumbs? The top ad agency behind this succeeds in
this commercial because they re-invented an old idea and let our imagination
run wild. Even further, they re-invent the idea of what cat’s are in commercials.
Generally the first thing we think of is “cute” when we see a cat in an ad.
Now, they are seen as evil, free-thinkers, and out to get us- all in the name
of milk. This creative advertising
succeeded in being original, humorous, and thinking beyond borders of how to
advertise a product as simple as: milk.
2. Dead Island Video Game Trailer
2. Dead Island Video Game Trailer
_I’d like us all to just take a second just to applaud this commercial.
This creative advertising totally brought a new idea to the table in
this ad. All video game ads viewers have ever seen focused solely on showing
the action or what the viewer would see if they were in the game. And a zombie
video game? It’s been done before right? Not in this case. This creative advertising actually brings
out emotion. When the ad beings, you aren’t even sure what you are seeing a commercial
for. Is it a movie? A show? The commercial acts as it is a movie and an
emotional event, where you find out piece by piece scenes playing in reverse of
a horrible zombie attack. The graphic scenes are played just right, as you are
too focused on trying to figure out what’s going on instead of being grossed
out by zombie attacks. This is the kind of creative
advertising that the viewer immediately wants to watch again. A top
ad agency knows how to create a whole new idea for a creative ad by making
the zombie video game emotions, suspenseful, and unlike anything viewers have
ever seen before.
Creative Advertising Flops:
Alternatively, to become one of the best small ad agencies, the agency needs to know what doesn’t work. Did the commercial fall flat because the joke was stale and done before? Did they miss the mark on eliciting proper emotions from the viewer? Were the viewers confused on the message?
Here are some examples of creative advertising that missed the mark this year, and what went wrong:
1. Dorrito’s Superbowl Ads
Creative Advertising Flops:
Alternatively, to become one of the best small ad agencies, the agency needs to know what doesn’t work. Did the commercial fall flat because the joke was stale and done before? Did they miss the mark on eliciting proper emotions from the viewer? Were the viewers confused on the message?
Here are some examples of creative advertising that missed the mark this year, and what went wrong:
1. Dorrito’s Superbowl Ads
_This creative
advertising left me, and I think many others thinking “Hmmm”. Online maybe viewers
expressed how this ad, among the other strange ones Doritos put out for the
Superbowl, missed the mark. Does throwing up in a Doritos bag make me want Doritos?
What kind of emotion were they aiming to elicit? Obviously the Doritos snacker
is a loyal fan of the chips, but is he really someone we want to trust? The
last thing viewers want to do after seeing this ad is grab a bag of Doritos.
Now I’m left of thinking about the gross factor of this ad instead of how much
I previously liked the brand. Top ad agencies know when they are targeting
positive emotions, vesrus ones that may leave viewers with negative emotions
and feelings about the brand.
2. Audi: Release the Hounds
2. Audi: Release the Hounds
_
This creative charlotte advertising also left a few scratching their heads. Audi says, the message they were trying to convey was that old luxury was over and that Audi was the new luxury. After following several scenes of attempted humor and no idea what direction this ad is taking, Audi displays this message. To me, it seemed like an awfully long plot to try to drum up one message, which still wasn’t totally understood. This ad missed the “A-ha” mark that they were looking for, and could have stuck to something much simpler to get this across. The best advertising agencies out there know sometimes, less is more.
So what makes good creative advertising?
After seeing what works, and what doesn’t how do we summarize how the best advertising agencies make good creative advertising? Here’s my list:
1. New ideas
2. Re-invent old ideas
3. Keep it simple
4. Extract emotions from the viewers
5. Have a clear message
What do you think? What’s on your list for creative advertising that was great or missed the mark? What top ad agency in Charlotte do you think stood out this year?
This creative charlotte advertising also left a few scratching their heads. Audi says, the message they were trying to convey was that old luxury was over and that Audi was the new luxury. After following several scenes of attempted humor and no idea what direction this ad is taking, Audi displays this message. To me, it seemed like an awfully long plot to try to drum up one message, which still wasn’t totally understood. This ad missed the “A-ha” mark that they were looking for, and could have stuck to something much simpler to get this across. The best advertising agencies out there know sometimes, less is more.
So what makes good creative advertising?
After seeing what works, and what doesn’t how do we summarize how the best advertising agencies make good creative advertising? Here’s my list:
1. New ideas
2. Re-invent old ideas
3. Keep it simple
4. Extract emotions from the viewers
5. Have a clear message
What do you think? What’s on your list for creative advertising that was great or missed the mark? What top ad agency in Charlotte do you think stood out this year?
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