Execution

Execution

AdvertiserConsumer

Strategy

Execution

Execution

Strategy

Caveat

• Great execution can save (and even transform) a mundane strategy. Great strategy can rarely overcome a mundane execution.

• Or, why good creative people get paid a boatload of money.

• Why is this the case?

“The truth isn’t the truth until people believe you; and they can’t believe you if they don’t know what you’re saying; and they can’t know what you are saying unless they listen to you; and they won’t listen if you’re not interesting. And you won’t be interesting unless you say things freshly, originally, imaginatively.”

Bill Bernbach

Headlines and Visuals

• Regardless of media, campaigns are best concepted as headlines and key visuals.

• It is the acid test.• It also forces simplicity of thought.

“In baiting the trap with cheese, always leave room for the mouse”

(i.e.,) Let the consumer do some of the work (but not all of it)

Overstatement

• It’s so…that…• If it were any more…it would…• Etc.

Understatement

• Say something quiet that is ironically powerful or made powerful by the visual

Combination (irony)

Emphasize one idea per ad

• Multiple thoughts can work if they are linked as one idea

What structure of headline?

• Command: “Join the Army”

• Question: “Are your feet Happy?”

• Why/How: “Why we put side impact beams in every Volvo”

• This ad is for you: “Bladder Weakness,” “Mothers”

• Shout?/Talk softly?

• Length

• Subheads?

Long headlines are harder but they can really work

If you assault someone in America, you’ll get five years in prison. But if you assault someone in hockey, you’ll get only 5 minutes. So is this a great country or what?

Visual Approaches• Demonstrate product in

use

Visual Approaches• Demonstrate product in

use

• Just show product itself

• Close up of part of the product

Visual Approaches• Demonstrate product in

use

• Just show product itself

• Close up of part of the product

• Interesting aspect of product story

• Not product, but person connected to it

Visual Approaches• Demonstrate product in

use

• Just show product itself

• Close up of part of the product

• Interesting aspect of product story

• Not product, but person connected to it

• Benefit of using

• Lifestyle product creates

• Metaphor

• Show Nothing

15-minute drill

15-minute drill• Launching a beer• It is a med-strength beer: between lite and regular• The brewery is a small, independent brewery named

Pronard’s (from Lancaster, PA (Pennsylvania Dutch territory)

• A flavorful “hoppy” beer like Sam Adams• Named the best-tasting beer in a recent competition• The brewer grows its own organic barley, imports the

hops, and adds a special ingredient

Deliverables (in pairs)

• Product name• Headline• Key visual

Big Idea of the Day