Often when I see or read an ad, I try to "reverse engineer" the creative process...
...that resulted in the finished campaign before my eyes. As a veteran of countless, purgatorial hours of "creative" sessions, I don't find it difficult to imagine the conversations and counter proposals at these meetings.
Take the Charmin toilet tissue campaign. (Please!) Why bears? Why are frolicking, dancing bears selling TP? I imagine a creative session that went something like this:
"We need something soft. Something cute. Something cuddly. Yet with some connection to . . . you know . . . what people do with our product."
A sullen silence all around. Suddenly, someone has an "ah-ha!" moment. "I know," this someone says. "Bears!"
"Of course!" the creative director crows. After all, when we want to affirm that something is true, we ask, "Do bears [expletive deleted] in the woods?"
Lo, the odd logic of Madison Avenue at work. And a vulgar expression becomes the driving force for a too-cute TP campaign. Because bears [expletive deleted] in the woods.
Brand advertising: making surrealism part of the ordinary tissue of our lives.
Take the first step (it's free).
You may also like:
- Your Brand Safety Is at Stake: What to Do in the Era of 'Sleeping Giants'
- Six Naming Trends to Help Your Brand or Product Stand Out in 2019
- What Consumers Associate With the Apple, Facebook, and Google Brands
- How Important Are Online Reviews for Local Businesses?
- Naming Your Product: Shades of Meaning (An Inside View Into Nail-Polish Naming)