ITAP Lesson- 16

Turn heads and be disruptive is the key to great advertising. Disruption within advertising is a positive philosophy of being different. It is the idea of change and growth within a company, brand or product. To create great advertising you need to think differently and ask better questions. The best way to do this is by researching competitors and ask why they did this this way? and what are they trying to say? and how can we do something different? Convention, Vision and Disruption are the ingredients to success. Also a good relationship with client and agency is also needed so they can trust your way or thinking and working. Within an agency you need to push the boundaries and start saying; "lets be brave here..".

A good ad needs to connect emotionally with the target audience, whether it makes them smile, laugh, jealous, angry or even shocked. If the ad does not set the right tone and is quite bland it has failed. Best advertising tells the truth. It is best to find a Unique Selling Point (USP) for a product, brand or company so that they can show it off and it sells because it is different. Brands also need to disrupt, the brand needs to show the audience that they are passionate, honest and committed. Brands that do this are; Nike, Adidas, Innocent, Coca-Cola etc. The choice of media is also important when being disruptive. New technology is developing and there are many ways to advertise through media, some examples; augmented reality, ambient and social media, events and experiments, design even song.

Disruption is creative. Creating something dynamic to replace something that has become static. It is change. Here are some examples of what I think are great advertising;

Most Talked about ad

http://www.youtube.com/watch?v=Wy52yueBX_s&feature=fvsr -Cadbury, Gorilla

Humour and added to common vernacular

http://www.youtube.com/watch?v=VUSpjZEhNU8 -John Smith, Ave It

Disruption of convention (which was sex and narrative to sells jeans)

http://www.youtube.com/watch?v=hY6WTuvyF7Y - Levis, Flat Eric

Telling the truth

http://www.youtube.com/watch?v=L_6GGDhHzKI -Pot Noodle, Slag of all Snacks

User generation (getting the audience involved, audience are the ad)

http://www.youtube.com/watch?v=mX_aihoo9hg - Nike, The Chain

Wit (arguably, the greatest TV ad of all time)

http://www.youtube.com/watch?v=ABcckOTVqao -Volkswagen, Snow Plough

Change of target audience (product for men, brought by women, so sell the ad to women!) RESEARCH your product and target audience

http://www.youtube.com/watch?v=owGykVbfgUE -Old Spice, The man your man could smell like

Humour and "wassssup" became an addition to the common vernacular, everybody started saying it. Another wasssup advert 8 years later with the same people was made to help Obama become president.

http://www.youtube.com/watch?v=hRtB5B6grnA&feature=related - Budweiser, True


Bibliography

Personal experience and the help of youtube