Ever seen an ad that made you laugh, cry, or immediately want to buy the product?
In today’s visually-saturated market, creative advertising is the key to making an impact. This blog will delve into just what is creative advertising and the creative process, and some inspiring examples. By understanding these elements, brands can craft campaigns that resonate deeply with their audience.
What is Creative Advertising?
Creative advertising goes beyond simply informing; it uses originality, wit, and artistry to engage the viewer on an emotional level, driving a more intuitive connection between viewer and product.
The goals of creative advertising are multifaceted, varying based on a company’s objectives. But here are some of the key outcomes to consider when diving in:
- Engagement: Capture the audience’s attention and keep them interested.
- Memorability: Create a lasting impression that sticks in the viewer’s mind.
- Brand Affinity: Foster a positive association with the brand.
- Action: Encourage the audience to take a specific action, whether it’s making a purchase, sharing content, or engaging with the brand in some other way.
At its core, creative advertising aims to be memorable, build brand affinity, and ultimately drive action.
What is the creative process in advertising?
The foundation of creative advertising lies in understanding the target audience. This involves thorough research to uncover insights about their preferences, behaviours, and needs – or even going beyond that to consider their anxieties, fears, and desires. Finding a unique angle that resonates with this audience is crucial, and the deeper or more specific your insight, the more likely you are to ‘get’ what they’re truly feeling.
The next step is brainstorming: the heart of the creative process. Techniques such as mind mapping, free association, and group brainstorming sessions encourage raw, unfiltered, out-of-the-box thinking. The goal is to generate a plethora of ideas that could genuinely connect with your audience, no matter how unconventional they may seem.
Once the best ideas are identified, they are refined and moulded into a coherent campaign pitch. This stage involves fleshing out the concept, creating storyboards, and planning the execution strategy. It’s important to tailor your pitches depending on who’s gonna see them – is it just your internal team, or will you need to appeal to others outside the company too?
Finally, flawless execution is critical to the success of any creative advertising campaign. This includes meticulous attention to detail across all mediums—animated explainer videos, game trailers, OOH print or digital ads, and more. The final product must align with the original vision and effectively convey the intended message while driving home a connection that the audience (in the best-case scenario) doesn’t even realise is being made.
Creative Advertising ideas to spark inspiration
You’re bound to run into creator’s block at several points throughout the brainstorming and pitching process, so here are some creative approaches to consider:
- Humour: Making the audience laugh can create a strong emotional connection.
- Unexpected Twists: Surprising the audience can make an ad more memorable.
- Interactive Elements: Engaging the audience’s senses can increase involvement and interest.
- Social Commentary: Addressing relevant social issues can resonate deeply with viewers.
- Powerful Storytelling: Crafting a compelling narrative can draw the audience into the brand’s world.
- Eye-Catching Animation: Animation is a powerful tool for grabbing attention and conveying complex ideas in an accessible way.
- Cinematic Visuals: Using movie-quality visuals can impress and compel audiences to keep watching your ad.
The most iconic examples of creative advertising often combine two or more of these approaches for maximum memorability. Let’s dive into some campaigns you’re sure to be familiar with:
Iconic examples of Creative Advertising
1. Apple’s “1984”
The “1984” ad by Apple is a legendary example of creative advertising. Alluding to George Orwell’s novel of the same name, it depicted an anthropomorphised Macintosh computer as the vibrant, energetic, colourful savour of a cold, dull, conformist dystopian future. This concept was a stark contrast to typical computer ads of the time, positioning Apple as a revolutionary brand rather than just showcasing its products and features. The execution, with cinematic production values and a dramatic narrative, made it unforgettable, especially as it aired during the telecast of Super Bowl XVIII – one of the largest TV events in the USA.
2. Dove’s “Real Beauty Sketches”
At the time Dove’s “Real Beauty Sketches” campaign premiered in 2013, the beauty industry was facing heavy criticism for its use of guilt, shame, and self-consciousness to sell products. Dove’s ad was one of the first to challenge societal beauty standards and promote self-acceptance, using real women instead of models to create an authentic and relatable narrative. The campaign’s lasting impact is seen in its continued relevance and the conversations it sparked about beauty, sparking a sea change in beauty advertising across the board.
3. Coca-Cola’s “Share a Coke”
Coca-Cola’s multi-national “Share a Coke” campaign globalised and personalised the brand experience by featuring each market’s top 250 names on bottles. This simple yet effective idea encouraged consumers to find bottles with their names or the names of friends and family, gradually expanding into variants like nicknames, song lyrics, holiday destinations, and more. The campaign’s success lay in its ability to create a personal connection with consumers, driving engagement and sales.
Elevate your ad campaigns with Genesis Motion Design
Original ideas and expert execution are essential to creating campaigns that stand out and make a lasting impact, but it can be easier said than done.
Genesis Motion Design specialises in crafting unique and engaging animation elements that can elevate your brand’s advertising efforts. From engaging our augmented reality studio to exploring creative video production in Singapore, let us join you on your journey toward impactful and memorable creative advertising.
Contact us here!
Benjamin Ang, the Creative Director of Genesis Motion Design, has more than 10 years of experience in motion graphics, design, and animation, Benjamin embarked on his own journey in 2015 with the birth of Genesis Motion Design, a studio focused on brand-driven storytelling.