The Creative Execution:

Connecting with the head and heart

What is the "Big Idea?"

• A selling premise
• A unifying theme
• Identifies the:
• adv. objective
• key customer benefit or product feature
• provides support
• USP or positioning

Developing the "Big Idea"

• Creative plan (aka "the creative brief," or  "creative platform")
• Objective and Appeal  Considerations
• Format for messages

Appeal Considerations

• Hard sell vs. Soft Sell
• Lecture vs. Drama

Format

• Straightforward
• Demonstration
• Comparison
• Humor
• Problem
• Slice-of-life
• Spokesperson or testimonial

Tone

• Angry, pushy, fear, friendly, warm, excited, etc.
• Humor most effective
• Humor must center around "big idea" or selling premise.

Disadvantages of Creative Ads

Types of Appeals or "Big Ideas"

• Price or Value
• Quality
• Star Appeals and Testimonials
• Ego Appeals
• Fear or Anger
• Sensory
• Sex, love, social acceptance
• Novelty

Television Advertising

The formats

• Demonstration
• Problem and Solution
• Music and Song
• Spokesperson
• Dialogue
• Vignette
• Narrative

Guidelines for Writing TV Copy

• Creates a mood
• Excellent for demonstration
• sight and sound
• Challenges
• Must be sensitive to visuals. Words do not stand alone.
• Timing.  Copy must related with video
• Has to carefully fit all information in and around visual
• Heavy reliance on producer, director, and copywriter.
• Road map = the storyboard