I read a study of what kind of creativity drives effectiveness in marketing stuff.
Apparently, it's elaboration.
Not originality or artistic value. Simply adding unexpected detail, or adding to a simple concept to make it more intricate of complicated.
This shouldn't be new, it's only promoting the product in a way that can't be missed. It should be obvious.
Sometimes it might be the old BMP approach of pushing the news or benefit as far as you can.
A small car so tough King Kong stubs his toe on it. In this case, insert the fact into popular culture in a surprising way.
On the other hand, this is simply communicating that there is a sale on.
It's also getting into the simple truth that the fashion forward will do anything to rush and get the best deals on prized 'pieces'.
Then there is the emotional truth that few dare to embrace, fashion has a dark side, which the uninitiated don't get, but true fashionistas embrace...and love the fact others do not understand.
Moving away from classic BMP ads, we come to good old Nike.
This ad is purely about great cushioning preventing injuries.
It's also about the painful truth that success in sport is 99% failure.
I share this a lot because I really love it, sorry.
Some of the best, most creative, most revered work doesn't avoid the product bit, you know, the thing you're selling.
Like a diesel engine that doesn't make a racket and is nice to drive.
Which is elaborated on with a true story about how it was made, with a surprising but true human trait that hate is force for good because it changes things.
This is some of the stuff the cool PR and content kids miss.
You can get all sorts of coverage and traction (if you're any good) but it won't bloody sell ultimately unless it expands on something relevant about the brand or the product.
The trick is finding the right message or desired 'take-out'.
Then making it un-ignorable.
What's interesting with all the work above is that it works real life, not against it.
Because the sweet spot for things that get into our head and hearts is familiar novelty.
Connecting the new with the easily recognised.
Work with life, not against it.
We all know King Kong.
Fashionistas will instantly recognise themselves in the Harvey Nichols work (and love how it baffles everyone else).
We have all sat on our hands until we got too cross not to act. Even if it wasn't for engineering excellence.
Anyone who has watched sport responds to the heroic failures as much as the winners.
Yet many creative director still get sniffy when asked to feature the product benefit.
That's a failure of creativity to avoid this, not a victory.
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