"Big ideas come from the unconscious. This is true in art, in
science, and in advertising."
David Ogilvy said that. The original Mad Man, he's considered "The Father of Advertising" and the creator of "The Big Idea," or a "concept," as we called it in class.
According to David, you can recognize a big idea if you ask yourself these five questions:
1. Did it make me gasp when I first saw it?
2. Do I wish I had thought of it myself?
3. Is it unique?
4. Does it fit the strategy to perfection?
5. Could it be used for 30 years?
My current favorite campaign is for Oscar Mayer Selects, which is about saying yes instead of saying no. The spots showcase a husband and wife, saying no to everyday, but funny, occurrences. At the end, they say "YES!" to Oscar Mayer Selects because it's good for you.
If a picture is worth a thousand words, a video must be worth a million, so I'm posting several examples of this excellent concept here! I certainly wish I had thought of it myself!
Ogilvy's list is a good one to keep in mind. I like it.
ReplyDeleteI also think that the best ad campaigns are ones that have a narrative arc of some sort, even if it's simple or trite. It keeps us all looking forward to the next installment... what's Mom gonna say "no" to next? Or, what retarded stunt is Dad going to try and pull next?
I like the hot dog commercial--I haven't seen that one yet. I've only seen the one where the parents make-out in the van. Have you seen the new Ragu commercials--they are a good example of a concept and are absolutely hysterical. I will have to find them and post them to my blog. I love funny commercials and will actually stop fast-forwarding to watch one if I like it --now that's what I call good advertising!
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