Advertising requires a lifeaholic personality. There are no limits between art, apps, literature, bots, gizmos, Kareena, Zen, and Zoomba. This includes water cooler gossip. And the passing talk you hear on the subway or in the elevator.
This means that you should not have your headphones plugged in a while moving. The more receptive you are to live, the greater your chances of gaining insights.
The first stage in producing stimulating creatives is to have a profound understanding. To conceal baldness, males use wigs. This is a foolish insight that leads nowhere. Here is another example: Men with wigs who are bald alter their wigs similarly to how women change their hairstyles. It is an insight that invigorates creative men. A perceptive insight seldom expresses the obvious but rather uncovers the concealed truth.
Remember the television series ‘Thanda Matlab Coca-Cola’?
In one commercial, Aamir Khan, a villager, draws from a well, not water but Coke bottles tied to the end of a rope, quenching the thirst of a group of city girls who had stopped their automobile in a village in search of a cold drink. An age-old rural practice of chilling tender coconuts by dipping them in wells or stone water cisterns of village homes inspired this brilliant discovery. To identify such realities, one must delve deeply into consumers’ values, attitudes, and lives.
Any communication with consumers, be it a print ad, a Facebook post, an Instagram photo, a WhatsApp image, or a television commercial, is always direct. Even while addressing a vast audience, an experienced speaker makes eye contact with each listener.
Nobody speaks to a faceless audience. And a good presenter engages each audience member as though they are the only ones in the room. Therefore, any communication that is intended to attract attention must be fueled by a short. Not a lifeless one, but rather one that should serve as a source of inspiration and a potent impetus for developing a campaign that links individuals with one another.
And this begins with gaining consumer intelligence. The greater the search, the greater the number of results discovered. And with Google’s search engine, this is not difficult at all. No wonder the search itself became the plot of that heartwarming, lump-in-the-throat Google commercial featuring two older men, one from Delhi and the other from Lahore, who were separated as children by the Partition and reunited decades later in Delhi thanks to the initiative of the granddaughter of one of the men and the Google search engine.
“Old is gold”, and “people, as they age, yearn to relive their youth” was the inspiration behind the creativity.
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