The Creative BIG Idea...
Successful
advertising does not need fantastic, award-winning creative to build
business. Great creative is infrequent and rarely sustained year
after year. However, the good news is @Musdej Enterprise we learn to make
successful ads. It really starts with
understanding how the brain works: We have
lazy brains that prefer to work with mental ‘units.’ The brain
summarizes big ideas, and dislikes cognitive dissonance. It
responds to irregular stimuli, and desensitizes to familiar ones.
At Musdej Enterprise, since we process much advertising peripherally and indirectly, ‘simplicity’
is a real benefit for internalization and memory recall.
With
this in mind, We ask these key questions that focus on the principal learning when presented
with a
new idea for an advert:
What
is the creative Big Idea? (A two-sentence description you could give to a
stranger)
1.
Is this a single, unified, simple Big Idea?
2.
Is it strategically focused, and does it build
emotional associations (pay-offs)?
3.
Does it undeniably involve the
brand, with strong brand integration,
for brand link?
4.
Is it original, different, or novel
enough to be irregular?
5.
Is it campaign-able (to build or leverage
ad properties for future
advertising)?
When
we talk about the creative being so important, we refer to the
content, which
includes the tone, style, message, production values, brand strategy, and so on. Among all of these
characteristics, the most common failure we see in
practice is the poor brand linkage of the ad to the brand.
