Introduction
To read before
While there are no strict rules or boundaries in a brainstorming phase, there are still a few existing “categories” that can help spark creativity. Here are 17 tips I’ve gathered from professionals in advertising and creative direction.
Remember: whether it’s a billboard or a print ad, an advertisement should be readable in 3 seconds—which gives you about 8 words.
1. So much so that…
Exaggerate your product’s benefit. “The promise of your product is so true that…”
2. The Benefit of the Benefit
Identify the human, emotional benefits that come from the product benefit.
3. Absence
What happens when your product is missing?
4. Presence plus
What positive situation does the presence of your product create?
5. Presence subtracted
What negative situation does the presence of your product prevent?
What your product will stop from happening.
6. As if
Replace or associate the product with something that offers similar benefits. What could refer to my product in another form?
7. Change the point of view
Use the point of view of an audience your product isn’t intended for to illustrate the effect of your product’s benefit.
8. Paradox
Start from a negative situation to illustrate your product’s benefit.
9. Literally
Illustrate your product’s benefit in the most literal way possible.
10. Capture the Moment
Dunk in the dark, Oreo
The 2013 Super Bowl was marked by an unexpected event: a power outage plunged the stadium into darkness for over 30 minutes. Oreo seized the opportunity with a brilliant use of real-time marketing. They tweeted: “You can still dunk in the dark.”. Oreo instantly gained massive viral visibility. The tweet was shared thousands of times within minutes, generating huge buzz—all without any ad spend.
Terdiman, D. (2013, 4 février). How Oreo’s brilliant blackout tweet won the Super Bowl. CNET. https://www.cnet.com/tech/services-and-software/how-oreos-brilliant-blackout-tweet-won-the-super-bowl/
11. Find Your Enemy
What is your product fundamentally opposed to? The enemy can be the competition, a personality trait, a false belief, etc.
12. List with a Twist
Make a list (at least 3 items) and end with an unexpected element.
13. A smile in prime
Communicate the main message first, then add a joke.
14. Diversion
Lead the audience in one direction, then twist the meaning at the last minute.
15. Expression
Twist or change a popular expression.
16. Personification
Talk about the product as if it had human personality traits.
17. Question
Ask a rhetorical question, one that doesn’t require an answer but gets the target thinking.
The information presented is based on concepts studied during my university courses.