How to make great Ad’s

 

• Never accept your dog’s admiration as conclusive. - Bernard shaw.                          This is a very important point when it comes to creativity. Let not your bias be the judge, and don’t get carried by your friend’s appreciation.

• You should have the guts to be critical and should be ready to reject a bad advertisement or idea, irrespective of the costs involved or deadline pressures.
• The ideas should be fresh and not run of the mill.
• The creative intelligence or the wit portrayed in the advertisement should be a massage for the mind. It should make you take notice and say ah! That’s nice and interesting.
• A good advertisement often takes cues from jokes, clichés, or daily happenings.
• Creativity is looking at the same thing as everybody else, and thinking something different.
• A good advertisement should have equal measures of recognition and surprise. Too much recognition and little surprise is a boring ad. Too much surprise and little recognition is a baffling ad.
• Visual puns and metaphors should be used wisely and creatively.
• Using of pictures and words need not be done the same way, all the time. Sometimes  words become pictures and pictures become words.
•  When it requires a little bit of thinking from the viewers side, then the advertisement is remembered.
• Get your problem right.
• Get your insight right. Insight is nothing but the observation about the user or consumer (behaviour).
• A great advertisement starts with a great brief. Remember a brief is not about the client’s grief.
• Think from the viewer and consumers point of view. Understand who is it for? Personify the audience, try to relate it or use people as examples, someone you might know or some characters in the movies.
• Use extreme words to describe the benefits and ideas.
• Get your point straight with regards to what you want to say thru the advertisement, benefits, attitude or something else.
• Use people along with emotions to create an insight.
• Think of a branding idea. A branding idea is an idea which can proliferate into a number of ideas, put across in a variety of situations.
• If you get a chance play with the product, touch and feel it, handle it.

 

Thanks to Indu balachandran. Most of the points are from a session taken by her. Her passion for advertisement will rub off on everyone; it has on a non believer like me.

(Indu Balachandran is a travel writer and also runs creative workshops in advertising and creative writing. She secretly adores all client servicing people and has a few names she'd like to recommend for the next Param Vir Chakra awards.)