The Role of Creative
It's impossible to bore anyone to buying something.
Imagine glancing up and seeing a herd of zebra galloping by the window. Which zebra would you focus on? Probably none, since they all look alike.
On the hand, paint one of the animals day glow orange and pink, make one go three times faster, or make it as big as an elephant, and it would be hard to miss.
This is role of creativity - to serve as a hook to snag the target audience's readership, viewership or listenership. Once engaged, they must be given a clear concise reason to act and to act now.
Today, the average consumer faces a barrage of advertising. Research shows over 2,000 different messages a day. Fortunately, for consumers, most of this drivel is invisible. It appears and disappears with the impact of a passing cloud on a summer day. Unfortunately, for some clients, many hard-earned budgets are lost on invisible advertising.
Any commercial that starts: "I'm standing next to (fill in the blank) here at (fill in the blank) dealership where they are having a giant (fill in the blank) sale this weekend" . . . is doomed to fail.
Successful campaigns are fresh, innovative and memorable. Our clients like them better that way.