14/07/2023
What makes a good ad?
1. Intrigue your viewers with an unusual visual.
2. Use a reference that (at least) your target audience gets.
3. By doing so, point out your brand’s unique value proposition.
4. By doing so, you can also brag about how smart your brand is.
Too often we get only one ☝️ or two of the above right in our campaigns.
Some are intriguing but then the reference flies over the head of the audience. Others explain very well what our product or service does but then no one reads or views the copy because it’s not creative enough…And many are smart but do not describe the value proposition or the USP, which is mainly what we should be doing!
To me one of the most powerful examples of the perfect ad is the one from Luxor Highlighters, below.
- Intriguing visual that makes you want to explore.
- Small dose of dopamine (😅) when you get the final reference.
- The ad could not serve the value proposition more clearly. (« You don’t see why highlighters are useful? Oh, now you see! »)
- It’s definitely smart!
… And most importantly, for many announcers, you are on a small budget, apart from the ad fee for the creatives.
And let’s admit, they totally deserve it!
