advertising creativity dr. padmini patwardhan dept. of mass communication
TRANSCRIPT
Advertising CreativityAdvertising Creativity
Dr. Padmini PatwardhanDept. of Mass Communication
Burger King searches for the right ad theme
2008
1976
“Have it your way.”
77-78
“America loves burgers and we’re America’s Burger King.”
78-80
“Who’s got the best darn burger?”
80-82
“Make it special. Make it Burger King.”
1982
“Aren’t you hungry for Burger King now?”
82-83
Battle of the burgers.
1983
“Aren’t you hungry?”
83-85
“The big switch.”
85-86
Search for Herb.
86-87
“This is a Burger King town”
1987
“The best food for fast times.”
87-89
“We do it like you’d do it.”
89-91
“Sometimes you gotta break the rules.”
91-92
“Your way. Right away.”
1994
“Back to basics”
94-96
“Get your burger’s worth.”
96-98
“It just tastes better.
Go the distance
Got the Urge”
01-02
“The Whopper Says”
02-03
“At Burger King You Got It”
1976
Ad Campaign TimelineAd Campaign Timeline
04-08
“”Have it your way”
Two Perspectives on Advertising Creativity
All good creative is original AND sellsAll good creative is original AND sells
SuitsSuits
“It’s not creative unless it
sells” CreativesCreatives
“Only artistic value and originality
count”
Absolut’s Advertising Represents Synergy Between Creative and Brand
A solid contribution to the brand’s value through effective communication
A solid contribution to the brand’s value through effective communication
ImageImage
Successful creative messages lead to better brand recallSuccessful creative messages lead to better brand recallBrand RecallBrand Recall
We’re favorably disposed to products that do great advertisingWe’re favorably disposed to products that do great advertising
Brand Preference
Brand Preference
Long term creative success leads to long lasting brand relationshipsLong term creative success leads to long lasting brand relationships
Brand Relationships
Brand Relationships
Creativity builds….
The “Creative Leap”
The straightforward language of the creative strategy
brief
The straightforward language of the creative strategy
brief
The big idea: an exciting, attention-
getting, and memorable
message concept
The big idea: an exciting, attention-
getting, and memorable
message concept
A Big Idea Resulting From The Creative Leap
EXPERIENTIAL
LEARNING
BRAINSTORMING
OBSERVATION
LIFE & CULTURE
RESEARCH
Explore cultural images
Pool ideas for cool concepts
Look at consumers with
curious eyes
Experience the brand universe
Getting Creative Input
Getting Raw Material, Data, Immersing One's Self in the Problem to Get the Background.
Getting Raw Material, Data, Immersing One's Self in the Problem to Get the Background.
ImmersionImmersion
Ruminating on the Data Acquired, Turning It This Way and That in the Mind.
Ruminating on the Data Acquired, Turning It This Way and That in the Mind.
DigestionDigestion
Ceasing Analysis and Putting the Problem Out of Conscious Mind for a Time.
Ceasing Analysis and Putting the Problem Out of Conscious Mind for a Time.
IncubationIncubation
A Sudden Inspiration or Intuitive Revelation About a Potential Solution.A Sudden Inspiration or Intuitive Revelation About a Potential Solution.IlluminationIllumination
Studying the Idea, Evaluating It, and Developing It for Practical Usefulness.Studying the Idea, Evaluating It, and Developing It for Practical Usefulness.VerificationVerification
Getting Raw Material, Data, Immersing One's Self in the Problem to Get the Background.
Getting Raw Material, Data, Immersing One's Self in the Problem to Get the Background.
ImmersionImmersion
Ruminating on the Data Acquired, Turning It This Way and That in the Mind.
Ruminating on the Data Acquired, Turning It This Way and That in the Mind.
DigestionDigestion
Ceasing Analysis and Putting the Problem Out of Conscious Mind for a Time.
Ceasing Analysis and Putting the Problem Out of Conscious Mind for a Time.
IncubationIncubation
A Sudden Inspiration or Intuitive Revelation About a Potential Solution.A Sudden Inspiration or Intuitive Revelation About a Potential Solution.IlluminationIllumination
James Webb Young's Creative Process
Let Prospects Vividly Experience the BrandLet Prospects Vividly Experience the Brand
Allow You to Brand the AdvertisingAllow You to Brand the Advertising
Revolve Around the Clinching BenefitRevolve Around the Clinching Benefit
Be Likely to Attract the Prospect’s AttentionBe Likely to Attract the Prospect’s Attention
Allow You to Create Unique AdvertisingAllow You to Create Unique Advertising
Revolve Around the Clinching BenefitRevolve Around the Clinching Benefit
Attract the Prospect’s AttentionAttract the Prospect’s Attention
Simple and EvocativeSimple and Evocative
The Ideal Power Idea Should Be. . .
J. Walter Thompson
BBDO: “Pearl”
Simplicity breaks through
Resonance breaks through
Emotion breaks through
Unexpected humor breaks through
Introduction of Mountain Dew (red) Agency: BBDO
Originality breaks through
Mr. Unbelievable Mr. Believable