Which is more important: the concept or the brand goal? However, how can one define a good advertisement? We recognize a strong ad when it has a basic premise, a relevant insight, a compelling story, and stunning execution, according to KV Sridhar (Pops), Global Chief Creative Officer, Nihilent Hypercollective at Nihilent Limited.
Creativity
We were all taken on a nostalgic journey when seeing the recent recreation of the legendary Cadbury Dairy Milk ad, in which a male was shown dancing on the cricket field while watching his daughter perform brilliantly, in a role reversal.
The sheer volume of advertising we see now, combined with the fact that we consume many of them on individual screens rather than as a group, makes it more difficult for current ads to achieve the legendary status of some of the classics.
However, well-expressed powerful human ideas have the potential to connect with us on a fundamental level. And they would be the components for advertising that would become classic and memorable.
Advertisement makers must be socially responsible, and there can be no exceptions.
Emotional evocation
A Cadbury ad comes to mind when one thinks about emotion and warmth. When Covid struck in 2020, Cadbury boosted a lot of small retailers that lacked a digital presence in their Diwali promotion. The goal was to brighten up the establishments that struggled to stay afloat during the initial wave. Diwali that year was about more than just giving out sweets; it was also about showing solidarity with others, which the company accomplished.
What makes anything unforgettable or imprinted in our recollections is how it resonated with our current or previous state of mind. Trends, economic, social, political, and cultural perspectives that connect or stand out from the crowd also make our message relevant to the consumer and the media we’re employing.
Some advertisements live on in perpetuity
Everything looks so fresh in our minds if we go back to the adverts from the old Doordarshan days. Remember the adorable ‘Dhara’ cooking oil commercial in which a little child reconsiders his decision to leave home after hearing that ‘jalebi’ is being prepared?
That is the power of thought. “It’s tough to forget a wonderful idea — e.g., Fevicol, McDonald’s, ThumsUp, 5Star, and so on.”
Our brains are being tickled
When we see a good commercial film, it gives us a feel-good feeling. It puts a grin on our faces. When we see a bad one, it does the exact reverse.
When we experience happy feelings and a boost in our feel-good factor when we are exposed to favorable occurrences in our family, workplace, social sphere, and the greater community, and vice versa. It has an impact on your emotions, thoughts, judgment, and actions.
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