The Starting Point
So now that I have a product (or two) to create an ad for, I can now start brainstorming! I’m nervous and excited at the same time - after all, I have no idea if what I’ll be doing is right or if it’s “how everyone does it” (is there a certain way creatives brainstorm?). But I think I should be fine… I do have my ad books nearby in case I get stuck.
The first two products I’ve decided to work on are: Bliss Fabulous Foaming Face Wash and Ensure Shakes. I got the idea of starting with two products instead of one from Hey Whipple, Squeeze This. Luke Sullivan suggested that if you move between projects, you may come up with ideas faster. So I guess I’ll have to see how that goes …
I’ve already started to write down the product information of the face wash as well as product reviews, so I guess I could start coming up with some ideas now. (To all the creatives out there: am I forgetting to do anything else? Suggestions? Reminders?)
April 30th, 2007 at 1:22 am
Well in my opinion,, a good ad is an ad that can attract a person about a particular product. Whether it is funny or sentimental or something that touch a person’s heart would be a nice component for a successful ad.
May 2nd, 2007 at 11:52 am
Bianca,
You might find it easier if you start with a simple brief to lay out the goals of your campaign. I’m pretty sure “hey whipple” has a sample brief buried in there somewhere, but the one I use answers a few simple questions:
1. What are we advertising? 2. Why are we advertising it? 3. Who’s the target? 4. What do they currently think about the product? 5. What do we want them to think about the product? 6. What’s the single most important idea? 7. Why should they believe us?
Keep the answers simple and concise. Your brief should fit on a single typed page.
There’s no “right” way to brainstorm. Sit down and have at it. I prefer to start with a notebook and pen; leave the computer stuff for later. Ideas are what count right now. Free-associate for a while. Scribble thoughts, words, phrases, doodles, anything and everything that comes to mind. Talk to people who use the product. Talk to people who are in the target. Then put it to bed for a night and look with fresh eyes. Something might pop out. Something might be missing.
May 2nd, 2007 at 6:01 pm
Danny,
Thank you so much for the advice! I managed to think of the first few questions you listed, but I’m glad you mentioned the last ones
I also agree with you about not using the computer til later on. I’m finding it a lot better to come up with ideas with a pen and paper. I found the computer to be a bit distracting and I felt somewhat restrained from coming up with any ideas.
May 5th, 2007 at 11:34 am
Hi Bianca,
Firstly, thanks so much for adding me to your blogroll. It’s a pleasure!
Secondly, don’t forget to check out what the competition are doing. If they’re creating interesting campaigns you can take inspiration from them, then add or subtract to improve the result. Just another route to think about.
May 5th, 2007 at 12:54 pm
Hey David,
I really enjoyed your blog, and it had some helpful articles so I just had to add it to my blogroll! And thanks for that tip. I haven’t really thought about it until you mentioned it, but it’s a good idea to check out. Come to think of it, I have found some ads where I thought “Hmm, I would have done it this way …” I guess I just didn’t follow through on those thoughts before haha
July 29th, 2007 at 2:55 pm
Hi Bianca,
I think Danny and David provided you with some great direction and advice. One of my favorite words is leverage. Be sure to leverage the ideas of others meaning you needed to bounce your ideas off other people in a very serious way. The key is listening to everything they say and take notes. Very rarely has anyone said anything to me that was the perfect idea or direction I needed but all too often something the person said that I was bouncing my ideas off would inspire something big in my own thought process. I call it leveraging ideas. In fact, you can leverage about anything in the world of business and advertising.