What Makes Great Advertising

UK, May 2005

What makes great advertising

APRIL 2005BBDO Worldwide Copyright2

There’s no magic formula

3 BBDO Worldwide Copyright APRIL 2005

What we do know is that it’s mostly hard work

Genius is 10% inspiration and

90% perspiration


There is a path that can lead us to greatness


But no matter how carefully we’ve planned our journey, greatness will always require a leap of faith


People don’t choose towatch ads

They’re subjected to over 7,000 messages a day

90% of advertising is crap

What’s it like out there?


Rather like the odd brother-in-law who comes to stay over Christmas advertising is an uninvited, unwanted guest, except this time he’s

brought the family.


The path to enlightenment


Make sure you’ve got something decent to talk about

“Advertising will only make a bad product fail faster” (Bill Bernbach)


Partnership

“I expect my agency to be my business partner. We turn to them for their advice,

skills … above all, their knowledge of Virgin and our competitors.”

Sir Richard Branson


Partnership means…

• Collaborative attitude: one ‘team’ not supplier• Mutual respect for expertise• Honesty and openness• Constructive debate not dictatorship• More carrot than stick• Striving for friendship not enmity


Get the thinking right up front

Distil and refine


The creative brief is an instruction. As a rule it should be creative and brief

An insight isn’t…Gamers love to game 24/7. They’ll stay up into the small wee hours to get to the next ‘level’. They’ll sacrifice nights out with mates and girlfriends to stay in and play

It is… Gaming is more addictive than heroin


The creative brief is an instruction. As a rule it should be creative and brief ii

A target audience descriptor isn’t… 30-45 family man, typically in a white collar job with an income over £50,000. They’re an outdoor bunch who travel a lot on business.

It is… Doctors who windsurf


The creative brief is an instruction. As a rule it should be creative and brief iii

A proposition isn’t… BT Broadband is a super-fast internet connection that is always on, allowing you to surf and talk at the same time

It is…connect to the internet at the speed of thought with BT Broadband


Time is of the essence

“Do you want your advertising great or do you want it Tuesday?”

R D Eadsworth


You can’t have your cake and eat it

Money

Quality

Time


Analysis paralysis

“Logic and over analysis can immobilise and sterilise an idea. It’s like love, the more you analyse it, the faster it disappears”

Bill Bernbach


Can’t we be more positive?


We need to appeal to everyone


We mustn’t alienate women


We need more of a call to action


Why isn’t there a logo?


Can we include the price?


Research should be used as a guide not a straightjacket: Stella Artois – Last Wishes

• Potentially damaging focus on the price premium

• Gives no up-to-date lifestyle cues to build brand image cf. Bacardi Breezer

• Doesn’t lend the brand a glamorous or sexy image which would appeal to ta6rget drinkers

• Gives no cues as to target drinker

• There aren’t enough young people shown

• Man who drinks is not aspirational

• Unpleasant theme because the man is dying!

• Historic/dated setting ma not appeal to target

• French may be confusing and difficult to follow. Add sub-titles or put in English?

• May offend people to have the churchman accused of thieving

• May offend people to have the church and alcohol featured in the same ad

• Couldn’t’ it cut to a cheerful bar scene at the end?


Research should be used as a guide not a straightjacket: Stella Artois – Last Wishes ii

• IPA Advertising Effectiveness Awards 2000

• Turned around static sales and generated volume growth

• Generated sales of 6 x the advertising investment

• D&AD Award recognition

• Enables Stella to maintain a price premium

• Builds on continental heritage of the brand

• Good stand out from other larger advertising


Be brave

“Don’t give me an ad you think I will like – give me your best… If you think

I’m a boring old fart say so. Tell me I won’t understand it”

Ian McAllister

Chairman, Ford UK


At the heart of great advertising lies two truths

• The exposition of a consumer insight married to a product feature/benefit

• The unwritten deal between viewers and advertisers – If you entertain me I will watch you


Greatness comes in many forms


See attachment: ‘Swimblack’

Product insight

It takes 119.5 seconds to pour the perfect pint of Guinness


See attachment: ‘Slag of all snacks’

Consumer insight

Eating a pot noodle feels a bit grubby and dirty. You know you shouldn’t, but you can’t help yourself


See attachment: ‘Hello Boys’

Impact


See attachment: Rear Seatbelts

The unexpected


Empathy

Teenage girls may not care about their health, but they do care about their looks


Involvement

Communicate in their language


Frequency

If you want people to remember something, give them something to remember. Tell them, then tell them again


Simplicity


Be different – John Smith’s straight talking ‘no nonsense’ campaign poked fun at alcoholic advertising that took itself too seriously

See attachment: ‘Bomb’ and ‘have it’


Innovate

See attachment: Doritos idents


Remember, no two problems are the same


Attachments

To view attachments, please see case studyentitled ‘What makes great advertising’ located

In the consumer trends section of the BBDO Hub website.

What Makes Great Advertising

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