On Great Creative

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On Great Creative

  1. 1. IT’S FAR EASIER TO WRITE A SPEECH ABOUT GOOD ADVERTISINGTHAN TO WRITE A GOOD AD. Leo Burnett
  2. 2. ON GREAT CREATIVE
  3. 3. THE MOST CREATIVE ADS are culture-relevant.
  4. 4. THE MOST CREATIVE ADS make culture irrelevant.
  5. 5. THE MOST CREATIVE ADS are not about how interesting the product is
  6. 6. THE MOST CREATIVE ADSare about how interesting the person who uses the product is
  7. 7. ALWAYS PREACH THE GOSPEL. IF NECESSARY, USE WORDS. Francis of Assissi
  8. 8. THE MOST CREATIVE ADS use words.
  9. 9. THE MOST CREATIVE ADS are pictures.
  10. 10. THE MOST CREATIVE ADS are not ads.
  11. 11. THE MOST CREATIVE ADS respect the consumer
  12. 12. THE MOST CREATIVE AD respects the consumer
  13. 13. THE MOST CREATIVE ADS are the Essence of Human
  14. 14. THE MOST CREATIVE ADS are ideas
  15. 15. HOW TO GETGREAT CREATIVE © 2007 rao, barrett and welsh
  16. 16. MOST ADVERTISERS USE RESEARCHLIKE A DRUNK USES A LAMP POST. FOR SUPPORT INSTEAD OF ILLUMINATION. David Ogilvy
  17. 17. give us a brief © 2007 rao, barrett and welsh
  18. 18. give us the facts © 2007 rao, barrett and welsh
  19. 19. TO TAKE YOU THERE,I NEED TO KNOW WHERE YOU’RE COMING FROM Gavin Barrett
  20. 20. give us a box © 2007 rao, barrett and welsh
  21. 21. SHAKESPEARE WROTE HIS SONNETS WITHIN A STRICT DISCIPLINE, FOURTEEN LINES OF IAMBIC PENTAMETER, RHYMING IN THREE QUATRAINS AND A COUPLET. WERE HIS SONNETS DULL? MOZART WROTE HIS SONATAS WITHIN AN EQUALLY RIGID DISCIPLINE:EXPOSITION, DEVELOPMENT, AND RECAPITULATION. WERE THEY DULL? David Ogilvy
  22. 22. give us a drink © 2007 rao, barrett and welsh
  23. 23. MANY PEOPLE - AND I THINK I AM ONE OF THEM - ARE MORE PRODUCTIVE WHEN THEYVE HAD A LITTLE TO DRINK. I FIND IF I DRINK TWO OR THREE BRANDIES, IM FAR BETTER ABLE TO WRITE. David Ogilvy
  24. 24. give us...something © 2007 rao, barrett and welsh
  25. 25. THE MOST CREATIVE AD is successful

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