100 Ways to Create a Great Ad by Tim Collins

By Tim Collins

100 how one can Create an Ad is an obtainable advent to artistic ads concepts. that includes a hundred spreads detailing ideas akin to the 'Reveal' and the 'Mash-up', it provides the foremost equipment of devising print, tv, radio, direct, and on-line ideas.

The technique of growing an advert could be divided into 3 steps: making plans; idea production; crafting. This publication offers an easy advisor to proposal construction, together with equipment which are appropriate throughout media and providing wide-ranging examples from overseas campaigns.

Aimed at employer creatives, planners, and account handlers, in addition to image designers, advertising pros, and scholars, 100 how one can Create an Ad has wide-ranging attraction.

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Side-by-side comparisons can be used as much for smart, lateral strategies as for comparing cleaning products. 02 / Mexican Red Cross In this appeal for cornea donors, ‘before’ is written in braille – a clever twist on an old formula. 03 / Rolling Stone This ‘Perception and reality’ campaign for Rolling Stone magazine pitted the icons of the sixties and the eighties against each other. Side-by-side comparison is sometimes associated with unsophisticated, oldfashioned advertising. ‘Before and after’ shots are used for baldness cures, domestic cleaners and anti-dandruff shampoos.

The wordplay was so engaging it kept you reading. The list can be a useful format in radio and TV too. The award-winning ‘Litany’ ad for British newspaper The Independent took the form of a long list of things we’re told not to do, concluding with a shot of the paper itself and the words ‘Don’t read. Don’t buy’. An ingenious ad for the Australian jewellers Rosendorff used the list form to give a history of the universe from the Big Bang to a type of big bang that might occur after ‘man gives diamond to woman’.

It might often be slightly overdone, but there are always inventive variations to be found, like the Johnnie Walker logo marching through the magazine barcode. Ogilvy and Mather’s campaign for Volkswagen was a clever take on the disruptive layout. To promote the company’s range of environmentally friendly cars, they donated a portion of each press ad to non-profit eco-focused organizations, creating small-space ads-within-ads that partly obscured the product shot. Lots of ambient ads and special-build posters could be regarded as disrupting outdoor media, but UK bitter brand John Smith’s managed it with conventional printed posters.

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