Breaking through the clutter amid consumer cynicism and information overload requires creativity.
Creativity comes in all forms. It can be beautiful, disturbing, fascinating, shocking, heartwarming, awe-inspiring, scary, fun—you get the point.
We all know that creativity isn’t always easy to sell. Sometimes it’s the budget. Other times it’s inertia. But whatever it is, experiencing something that evokes real emotion—good or bad, is special.
Here are three ads that are creative, for very different reasons:
While the country was still reeling from the 9/11 attacks, advertisers were in an awkward position: How could they keep their brand in front of consumers without seeming insensitive about the situation? Budweiser pulled it off with this ad.
As one of the world’s most recognized consumer brands in one of the most highly competitive categories, the bar is always high for Coca-Cola. This ad was like nothing before it.
I’d hate to see visually interesting advertising like this go away. These are the ads that build long-term value in a company—that help ingrain a brand into a consumer’s mind.
On the flip side, when it comes to what drives sales, advertising isn’t necessarily the most cost effective form of promotion:
The fact is, it is strategically responsible to move some marketing dollars from advertising to sales promotion to keep sales moving until the economy rebounds.
Marketing budgets shouldn’t be discretionary, but they usually are. With what remains, will sales promotion get all of the marketing budget, reducing advertising to nothing more than offers and dollars-off coupons?
It could happen.
Given the economy is that what should happen?
David Ogilvy once said “If it doesn’t sell, it isn’t creative” but he wasn’t advocating promotional advertising. To the contrary, his point was that without creativity you won’t break through. And in a way, he was saying your advertising has to be creative to be ROI responsible.
So, what do you think?
Will the economy force marketers to move their budgets to short-term, sales-driven promotions? And if they do, will creativity take a hit?
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