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Creating Original Ideas

Creating Original Ideas. Irony. Creating Original Ideas. Analogy. Creating Original Ideas. Familiar vs. Strange. Creating Original Ideas. Stunning Images. Creating Original Ideas. Catchy Phrasing. Creating Original Ideas. Unexpected twist. D’Arcy’s Universal Advertising Standards.

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Creating Original Ideas

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  1. Creating Original Ideas • Irony

  2. Creating Original Ideas • Analogy

  3. Creating Original Ideas • Familiar vs. Strange

  4. Creating Original Ideas • Stunning Images

  5. Creating Original Ideas • Catchy Phrasing

  6. Creating Original Ideas • Unexpected twist

  7. D’Arcy’s Universal Advertising Standards • Does this ad position the product simply and with clarity? • Does this ad bolt the brand to a clinching benefit? • Does this ad contain a Power Idea? • Simple statement without reference to a final execution • Attract attention • Revolve around clinching benefit • Vivid experience • Does this ad design in Brand Personality? • Is this ad unexpected? • Is this ad single-minded? • Does this ad reward the prospect? • Is this ad visually arresting? • Does this ad exhibit painstaking craftsmanship?

  8. Developing a Campaign: The Copy Platform/Creative Brief 1 Basic problem or issue the advertising must address. 2 Advertising and communications objectives. 3 Target audience. • Major selling idea or key benefits to communicate. • Creative strategy statement (campaign theme, appeal, execution technique). • Campaign Theme: central, unifying idea (Just do it; You’re in good hands,…) 6 Supporting information and requirements.

  9. Successful Long-Run Campaigns • Nike • Just do it • Allstate Insurance • You’re in good hands with Allstate • Hallmark cards • When you care enough to send the very best • De Beers • A diamond is forever • Intel • Intel inside • State Farm Insurance • Like a good neighbor, State Farm is there • Timex watches • It takes a licking and keeps on ticking • Dial soap • Aren’t you glad you use Dial?

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