Tuesday, November 2, 2010
There's a difference, I think, between smart creativity and gratuitous creativity.
These are some examples of advertising - some new and some older - that I think employ creativity in the right way. Sure they all have jokes or some sort of edge. But none of them lets you get away without knowing who the advertising is for or what it's about.
I mean, how many times do you hear somebody start to tell you about a "great" commercial they saw but they can't really remember who it was for?
Personally, I think you don't have to ignore the brand position or the benefit to be funny. At least not most of the time. Depends on the product, of course. Let's accept that there isn't much funny about a funeral home, for example. But, using that same example, it is possible to be creative and demand some attention for your funeral home client and do it in a way that is relevant to what you're selling.
A lot of the time, it seems to me like radio and television commercials are jokes with a client tag line bolted on. You know, the "but not as crazy as . . " sort of approach.
But that's just me.
As far as the examples below are concerned, I think the proposition of selling Diet Coke "for the taste of it" was absolutely inspired. It was the same approach that Miller Lite used with their classic series of "Tastes Great. Less Filling." commercials. Neither of these approaches said their product was less fattening.
And the idea of a one-second commercial on the Super Bowl? Brilliant.