“But I had that idea.” Spend any time in an agency creative department
and you’ll hear that a lot. It’s usually true. In fact, if I think back a
decade to adschool (and communications theory before that) there’s a
well-founded, pointy-headed theory that there are only seven creative
territories. And, just like the seven musical notes, true creativity is
about the song you choose to write. So what better place to explore that
theory than through the winners of this year’s Film Lions? I spotted
six of the seven core thoughts—same old ideas, incredible craft. Or, to
mis-quote Edison, one percent inspiration, 99 percent execution.
1. Product Demonstration
The oldest technique in the book is showing people how your product
works. You don’t see many product demonstrations in award annuals. This
one deserves its place.
2. Slice of life
The Toyota school of advertising: create a gorgeous story and weave
in your product where you can. This one’s a little odd (and it’s
essentially an engagement promo). But it’s beautifully shot and makes
you want to play.
3. Borrowed Interest
The art of borrowing from popular culture to help people connect with
your product. With all those mix-ups and mashups and virals and
whatnot, you see this a lot. But rarely is it executed as beautifully as
this.
4. Absurdity
Being completely random is a great way to get attention. It certainly
worked for the Cadbury Gorilla. But making it work with your product is
the genius. This bear is also a genius, apparently.
5. Hyperbole
Up there with absurdity, there’s always fun to be had by making your
product the centre of the universe in an unbelievably believable way.
Use Lynx, get laid. Or in this case, sign up for DirecTV or else.
6. Life without.
When it’s too painful to tell stories about the benefits of your
product, you can always paint a picture of life without it. This
campaign certainly paints that picture.
7. Spokesperson
Another popular angle is the 2degrees, Goldstein technique of using a
spokesperson to talk about your stuff. I didn’t really spot one of
these. So here’s something different. It’s a sponsorship ad showing the
heroes behind the heroes of the Olympics. I love it.
Or any combination of the above.
While
those are the core territories, the best ideas combine a few. The
Guardian spot works because of the absurdity of the characters and
borrowed interest from everyone’s childhood. But I think the most
exciting thing about this observation is that just about anyone can have
those ideas. The challenge is selling them—and finding the best talent
in the world to bring them to life.
That’s what I reckon, what do you think?
- Michael Goldthorpe is a writer, thinker and co-owner of Hunch. www.hunchthinking.com
