More than anything else, creative, original ideas matter in advertising. It’s why so many concepts are repeated ad nauseam. You know what I’m talking about, you see them repeated – or at least attempted – across your television and monitor every day.
In some ways, they can’t be blamed for their intellectual plagiarism, being creative ain’t easy. Conceptualizing unique ideas and campaigns is rough, rougher still when you need to do it day in and day out for a plethora of products, services, and clients.
However, it is the key to being successful in this business. Those that do it well, and often, sugar out while everyone else evaporates into the ether. And what’s more, how does one measure the success of a creative ad versus an non creative ad? Certainly there are many unsuccessful, and yet very creative, ad campaigns that have failed. Moreover, there are probably many un-creative campaigns that have garnered huge success. How do we measure creative success in advertising?
In today’s social media climate, it may be the virility of the campaign, but that to is a relative thing. What causes a campaign to go viral on the Internet? Unfortunately, there is no recipe for that just yet either.
In the end creativity and originality are nebulas concepts that are the intangibles of a good campaign and a great team. They are not easy to come by, but once identified are readily acknowledged and admired. It’s what we strive for every day at RetroMotion, and what we’re committed to perfecting for every client.
Below are a few of the Retro Team’s top pics for creative and original ads:
Dollar Shave Clun: One Wipe Charlies:
About the author: Mark Freeman is a producer and social media strategist for RetroMotion Media.