While all advertisers want advertising that sells, few are willing to take the time to achieve creative excellence. Too often, it comes down to, “We need to shake things up. Let’s get out there with something fast.”
The creative process takes time to execute properly. The plethora of expected, and just plain bad advertising stands as testimony that most advertisers aren’t willing to spend this time. Audiences have become increasingly cynical of ads as a result.
The process we employ at PeakBiety isn’t rocket science. There’s nothing particularly mystical about it. But it is hard work. And it does take time.
The first action required is deep homework—reading, researching and digging to thoroughly understand the product or service and its benefits. The goal of this homework is threefold:
- To gain insights into competitive offerings and positioning
- To understand the target audience’s perceptions about the category and the specific brand
- To study past advertising strategies or executions
Armed with this information, we then create a single-sentence, main idea that will express the “inherent drama.” This single sentence must resonate with the target audience, while differentiating the product or service. It will become the central idea that provides strategic direction for the creative team, supported by reasons for the audience to believe it.
From here, the mystical part begins. Good creative teams look for unexpected ways to express the inherent drama from the strategy, often associating what might appear to be disparate things.
Consider that great VW vintage ad headline:
“How does the man who drives the snowplow drive to the snowplow?”
You can almost imagine the strategic main idea that led to such imaginative work. It was probably something like: VWs are incredibly reliable in all weather conditions.
The creative team took a single benefit and found a brilliant way to execute it. And while it may seem simple, the route to get there was likely more complicated than that drive to the snowplow.
Like all great creative advertising, it took hard work, intensive labor and quite a bit of thinking. Thankfully, the imaginative ads that result from doing things right are loaded with potential benefits–making all that effort well worth the extra time.