The creative tools

behind great advertising

www. TheMindscapes.com
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Absurd alternative
The tool
Instead of suggesting that the viewer should use our product we present another solution to the problem that the product comes to solve. As the solution (the alternative) is so absurd, it becomes clear that using our product is much better.

Absurd alternative
STEP BY STEP
1. Focus on one message or promise that you wish to communicate 2. Think of several other ways, other alternatives, of achieving this promise, without using our product.

Absurd alternative
3. Now, if needed, take each one of the alternatives and exaggerate it to a point that it becomes absurd. There are several ways to do it:

Think of a new, absurd device or procedure that only seems to solve the problem Or, think of an absurd way to hide the problem Or, think of an absurd way to live with the problem

4. Choose one of the alternatives. Make sure that it is connected to the category (The principle of Fusion)
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Tips and comments

Make sure that the absurd alternative idea that you have in mind is strongly connected and relevant to the products category, otherwise the idea might not be associated in the viewers mind with the brand (the principle of Fusion) Absurd alternative is particularly useful when our product comes to solve an annoying problem which the consumers are already aware of, e.g. Anti Dandruff shampoo, clean up after your dog campaign, laxative pill etc.

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Tips and comments

When our solution once presented is straightforward enough and does not require elaboration (Anti dandruff shampoo, Ikea low prices). In other cases it may be unclear to the viewer why our product is a better alternative.

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Exercise 1

CLEAN UP AFTER YOUR DOG 5 minutes

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Step by Step with example

Clean up after your dog
1. Focus on the message or promise that you wish to communicate. Use a plastic bag to pick up what your dog leaves behind. 2. Think of several other ways, other alternatives, for achieving this promise, without using our product.
Option a: Educate your dog to eat its own excrement. Option b: Wrap the dog with a diaper. Option c: Attach a plastic bag to the dog. Option d: Teach the dog to use toilets.
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Step by Step with example

3. Now, if needed, take each one of the alternatives and exaggerate it to the point that it becomes absurd. There are several ways to do it:
Think of a new, absurd device or procedure that only seems to solve the problem. Option c: instead of a plastic bag, apply a vacuum cleaner to the dogs behind. Think of an absurd way to hide the problem. Option e: paint the dogs excrement and shape it that it will look like a flower. Think of an absurd way to live with the problem. Option f: Supply pedestrians with stilts to walk on (like clowns in a circus).

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Extreme Consequence
The tool
An unexpected, non realistic, story or situation is presented. At the end one realizes that what one has seen is an extreme consequence, an exaggerated side effect, of using the product. Thus, the extreme consequence reveals the message (the promise) itself.

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Step by step
1. Define the one main message you wish to focus on. 2. Assume that the promise is totally fulfilled. Now make a list of the possible consequence on either: The user People in contact with the user / product Objects in contact with the user / product Animals in contact with the user / product Complementary products of our products

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Step by step
The product itself The company that produces the product / its employees New usages with our product
Note: at this stage the consequences may still be realistic.

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Step by step

3. If your idea is not surprising and funny enough take the consequence you have in mind one step further: imagine the extreme consequences of the consequence you had in step 2. 4. Finally, think how to connect the idea back to the brand.

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The tips
The extreme consequence idea would never be the reason why someone would buy the product. Example: nobody would read a sports newspaper (LEQUIPE) in order not to be recognized by his family members. Think of negative extreme consequences of your positive promise, it is funnier and more unexpected. E.g. Tabasco: a mosquito is exploded, the cigarette filter is burned, the corn one eats becomes popcorn etc.

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The tips
When presenting extreme consequence ideas to clients show them some other ads using the same tool. It helps to explain the logic, to reassure them that although something turns bad (negative Ex. Con.) the promise and the brand are taken to be positive. When writing the creative brief apply Ex. Con. On your message to check that it is single minded and creatively workable.

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Consider using particularly

When we wish to own a generic claim (e.g. The Axe effect). When the message is banal or overused already. E.g. Ikea: summer stock clearance, Ace detergent: 10% more for free). For Strategy: When all competitors are claiming the same promise, think of the consequences of the promise and build the strategy on it (e.g. O12 Net International calls just for a chat TVC).

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Exercise 2

ECONOMIST - Makes the readers more intelligent 5 minutes

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Step by step with Example (The Economist)

1. Define the one main message you wish to focus on. Makes the readers more intelligent
2. Assume that the promise is totally fulfilled. Now make a list of the possible consequence on either: The user his / her thinking becomes more sophisticated People in contact with the user/ product your partner has difficulties following your thoughts

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Step by step with Example (The Economist)

Objects in contact with the user/ product some of the things you use becomes redundant: dictionary, calculator etc. Animals in contact with the user/ product your dog that brings you the Economist start wearing glasses Complementary products of our products your mail box starts making witty comments about other mail items (envelopes, postcards) it contains

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Step by step with Example (The Economist)

The product itself The company that produces the product/ its employees the employees of the company becomes more intelligent New usage with our product parents wishing their baby to be more intelligent, instead of playing him baby Mozart audio cassettes, hanging a mobile made of cutouts of the Economist.

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Step by step with Example (The Economist)

3. If your idea is not surprising and funny enough take the consequence you have in mind one step further: imagine the extreme consequences of the consequence you had in step 2. The user his / her thinking becomes more sophisticated Next consequence: the woman complains that her husband doesnt understand her anymore

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Step by step with Example (The Economist)

Objects in contact with the user/ product some of the things you use becomes redundant: dictionary, calculator etc. Next consequence: a neighborhood with a huge pile of thrown calculators, books, dictionaries etc. The company that produces the product/ its employees the employees of the company becomes more intelligent Next consequence: the delivery boys are wearing huge helmets

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Step by step with Example (The Economist)

4. Finally, think how to connect the idea back to the brand. In the case of the Economist the connection to the brand is made by using red color and the brands typography.

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The club for people who love to read.

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DDB Berlin
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SAATCHI & SAATCHI SINGAPORE

Corolla. For overprotective parents

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Extreme Behavior
The Logic The Extreme Behavior ad portrays an excessive, sometimes obsessive, behavior of a person that reveals the need for the product. By showing such a scenario, the message is clear: If one behaves like thisone should use our brand.

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Extreme behavior
Step by step
1. Define the one main message you wish to focus on.

2. Think of different characters of the target audience that are/can be typical users of the brand.
3. List possible behaviors or think some obsessive behavior that these people may show, which will reflect the need for the product.

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Extreme behavior
4. Choose one character and one scenario from the list and exaggerate it. Note that the extreme, obsessive behavior is done without our product. 5. To conclude connect the behavior back to the product or brand (Fusion).

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Comments
The Extreme Behavior idea can focus and exaggerate the need for the product, e.g. the Fiat Punto TVC (the hypochondriac) The execution of the Extreme Behavior idea should strive to create some sort of empathy with the performer of the exaggerated action, without which the ad would not appeal to the target Extreme Behavior can help you to create a distinctive brand identity while tapping on a generic category value or attribute, e.g. Tulipan condoms TVC

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Comments
Extreme Behavior can be used in briefs where the primal goal is to address a very specific target or a very specific need, without falling into banal and boring solutions. E.g. Digital one rate cellular TVC addressing the segment of those who travel a lot. Some Extreme Behavior ideas may be quite similar to the Extreme Consequence ideas; yet the logic is different; in the Extreme Behavior ad the hero does not use the product, whereas Extreme Consequence ads present the result of using or being in contact with the product. E.g. Isenbeck beer TVC he who knows, knows. This claim would not be accepted or credible as a consequence of drinking the product. However the subtext suggests that those who know drink the Isenbeck brand. 46

Consider using particularly

When you detect a specific behavior pattern of attitude among consumers and you can take advantage of that in the communication. When you wish to have a fresh approach to a banal message or an overused promise.

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Exercise 3

FANATICS READERS CLUB 5 minutes

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Step by step with example

Fanatics readers club
1. Define the one main message you wish to focus on.

Fanatics for people who love to read.

2. Think of different characters of the target audience that are/can be typical users of the brand:
A house wife A bus driver A musician A museum guard
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Step by step with example

3. List possible behaviors or think some obsessive behavior that these people may have, which will reflect the need for the product.
A house wife is reading while cleaning the toilet. Bus driver reading while bus is stuck in a traffic gem. Orchestra players read books during a concert. A museum guard is reading instead of looking at screen.

4. Choose one character and one scenario from the list and exaggerate it. Note that the extreme, obsessive behavior is done without our product. The toilet will be fully furnished with book shelves crowded with books.

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Step by step with example

5. To conclude connect the behavior back to the product or brand (Fusion).

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The tips
Think of obsessive acts that someone may perform. While viewing them, the need for the product becomes obvious. Sometimes it is possible to exaggerate the need for the product, by showing situations in which someone is in such an extreme difficulty or suffers such extreme hardship that the need for the product becomes very clear, E.g. Dog treats because dogs dont always have it easy. Make sure that our product / brand is not of the extreme behavior, but rather an answer to it.

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N=5, The Netherlands

TBWA-Singapore

Inversion Lighting Angus

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Inversion
Futura DDB

Searching for a parking for ages?

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Inversion: The Tool

We see an unexpected, extreme situation in which something got into troubles or faces a problem. At the end we realize that this negative and funny result is an extreme consequence of the absence of our product, or of not using it.

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Step by step
1. Define the one main message you wish to focus on. 2. Think of several different situations in which using our product is important. 3. Focus now on one situation and imagine several realistic consequences of not using our product. 4. Now choose one of the realistic consequences and take it to an extreme, non realistic situation, in which a funny and unexpected problem will result. 5. Finally, connect the story to the brand, and make sure that the brand is strongly visible.
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Notes
An inversion ad can be created in two different ways: a. Someone is using another product from the same category but that product is not the one we are promoting, resulting in the extreme, negative, situation (the Lee jeans TVC: using another (uncomfortable jeans; the Cegetel TVC: extreme scenes of using slow internet, Soken DVD: using a bad quality DVD player). b. An extremely negative result of the absence of our product, nor any other product from the category: e.g. Got Milk campaign, Berlitz improve your English TVC.
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Notes
Some Inversion ides may be quite similar to the Absurd Alternative ideas; yet the logic is different: the Inversion advert has no solution in it other than the use of our product, whereas Absurd Alternative ads present the potential consumer with an alternative solution that would accomplish the same thing that our product would, but the alternative is absurd.

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The tips
Think of the consequences on: the user, other people, animals, other objects, complementary products etc. Sometimes you may consider the Inverted Inversion variation: think of some positive extreme consequence that may result of not using our product, e.g. Ephydrol gets rid of deadly foot odor prints (because the smell is so bad it is used as a weapon).

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The tips
Category Fusion: If your inversion idea is shown in a metaphoric way make sure that there is a strong presence of the brand at the end of the TV spot, e.g.: Finnmaktat TVC: woman drinking detergent (bad example the story is not related to the category of travel agencies and therefore not strong enough presence of the brand at the end).

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The tips
Category Fusion: If your inversion idea is shown in a metaphoric way make sure that there is a strong presence of the brand at the end of the TV spot, e.g.: Finnmaktat TVC: woman drinking detergent (bad example the story is not related to the category of travel agencies and therefore not strong enough presence of the brand at the end).

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Consider using particularly

When we wish to focus on the problem our product comes to solve (strategy wise and / or creative wise). When the message is generic or overused. When our product doesnt have USP over competition.

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Exercise 4

SONY LARGE SCREEN 5 minutes

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Step by step with example (Sony large screen)

1. Define the one main message you wish to focus on. Large screen enables better visibility than small one. 2. Think of several different situations in which using our product is important. When watching a dramatic scene. When you watch the TV for hours. When several people are watching the TV together.

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Step by step with example (Sony large screen)

3. Focus now on one situation and imagine several realistic consequences of not using our product. When watching a dramatic scene: - While watching a football match one will not know if a goal was scored or not. - While watching a gun fight one will not see who shot first. - While the lady appears one cant tell if she is beautiful or ugly.

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Step by step with example (Sony large screen)

4. Now choose one of the realistic consequences and take it to an extreme, non realistic situation, in which a funny and unexpected problem will result. While watching a gun fight one will not see who shot first. While performing the ritual of a dual the two performers will step out of the picture and one will not see who shot first and who died. 5. Finally, connect the story to the brand, and make sure that the brand is strongly visible. At the end of the scene a text appears: buy a larger screen, buy Sony 30 screen. 70

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The club for people who love to read.

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Extreme Effort
The Logic Someone is doing a non realistic effort either to get/use the product (consumer effort) or to create/serve the product (company effort).

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Unification
The Logic

An existing resource in the medium or in its near environment is given a new task - to strengthen the impact of the advertisement.

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Unification
Step by step
1. Define the one message or promise that you wish to communicate 2. Choose an advertising medium 3. Make a list of the resources of the medium, including other resources in the close environment of the medium, which are not part of the medium, but come in contact with it. 4. Think additional, new task that can be assigned to each resource, in order to increase the impact of the message. 5. Choose one resource and create an ad based on the the resource and its new task
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The tips
List the locations where your target spend their time/purchase/use the product/face the problem that it comes to solve etc. and think of any kind of resources that exist out there that can help to demonstrate your message (thus creating new media for your campaign). Be aware of problems in the medium and take advantage of them to deliver the message. Dont overlook resources in near / next to the medium you intend to use, they may be the trigger for an unexpected idea (e.g. the Rain, Rain. Go away. Alaska Airlines to San Diaego, the urine in the dont drink and drive urinals campaign).
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Consider using particularly

When wishing to create new media or exploit new media opportunities (e.g. using public fountain to demonstrate blood horror film on channel 3). When having a very limited budget (using only one bus e.g. blood donation campaign, creating strong word of mouth. When (proactively) identifying an interesting resource.

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Exercise 5

Improvisation jazz festival 5 minutes

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Step by step with Example

Jazz Festival
1. Define the one message or promise that you wish to communicate. Message Improvisation jazz festival. 2. Choose an advertising medium. Medium Bus. 3. Make a list of the resources of the medium, including other resources in the close environment of the medium, which are not part of the medium, but come in contact with it.
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Step by step with Example

Resources (partial list): Doors Wheels Internal sound/voice system Passengers The flexible joint
4. Think additional, new task that can be assigned to each resource, in order to increase the impact of the message.

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Step by step with Example

Doors display cymbals on the two doors, each time the doors are closed the sound of the instrument is heard. Wheels make the wheels like drums. Internal sound system play a jazz tune (playback) and invite passengers to join and improvise along. Passengers display stickers of musical instruments on the windows so that it will seem (from outside) that seated passengers are playing them. The flexible joint of the two parts of the bus paint it to look like an accordion.

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Step by step with Example

5. Choose one resource and create an ad that incorporates with in the resource in its new role.
The flexible joint of the two parts of the buss paint it to look like an accordion. Add the message: Take me to the Jazz Festival.

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DDB, Auckland 92

Metaphor

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UBACHS WISBRUN--Netherlands 94

Metaphor

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Metaphor
The Logic A strong metaphor ad consists of two creative steps: first, finding a symbol (or an analogy) that represents the message. Then, connecting, or fusing, the symbol to the product or brand. Thus, the ad creates in the prospect's mind a strong association between the message and the product (or brand).

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Metaphor
The tool
A strong metaphor ad consists of two creative steps: first, finding a symbol (or an analogy) that represents the message. Then, connecting, or fusing, the symbol to the product brand. Thus, the ad creates in the prospects mind a strong association between the message and the product (or brand).

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Step by step
1. Define clearly the one message or promise you wish to convey. 2. Think of several symbols or analogies (visual or verbal), that represent the message. 3. Choose one symbol that is strongly associated with the message in the mind of your target audience.

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Step by step
4. List components and attributes of the product or brand, as well as external factors which are in direct contact with it (e.g. products shape, logo, color, brand icon, packaging, parts of the product/brand etc). 5. Find the strongest possible way to connect (or fuse) the chosen symbol (or parts of it) to any of the brands or products components.

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Comments
The second consideration is an efficacy one: make sure that viewers will remember not only the creative idea (the symbol) but also the product/ brand which claims this message.

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Comments
Brand or Product Fusion? Preferably, the symbol should be fused not only with the product , but with the brand itself (Absolut Vodka) Symbol

Brand

Message

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Comments
However, it is much more difficult to fuse the symbol to the brand as there are only few resources or elements of the brand to be fused with (i.e. logo, color, brand icon, distinctive shape/packaging if there is such, music). Never the less, experience shows that if one succeeds in creating a strong Product Fusion, the ad is more likely to be remembered and associated with the brand.

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Comments
This is due to the fact that if viewers can remember the products category, they will more easily retrieve the brand itself, as there are fewer options in each category, compared with the unlimited number of brands that exist out there (in all product categories).
Symbol

Product

Message
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The Tips
Double check that the symbol is associated with the message in the mind of the target audience Fuse the symbol with the brand (using elements of: the logo/color/brand icon/products unique shape etc.) If not:
Fuse the symbol with the product itself Try to create the symbol using only elements taken from the world of the product (e.g. Prince Charles face made from a cup of tea).

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Consider using particularly

When wishing to convey the message with minimal text or explanations.
When wishing to create a strong impact without using humor. When creating a sponsorship campaign.

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Exercise 6

THE ECONOMIST INTELLIGENCE 5 minutes

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Step by step with Example (The Economist)

1. Define clearly the one message or promise you wish to convey The Economist Intelligence 2. Think of several symbols or analogies (visual or verbal), that represent the message. Albert Einstein A brain A professor in a prestigious university P.H.D. degree

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Step by step with Example (The Economist)

3. Choose one symbol that is strongly associated with the message in the mind of your target audience.
A brain

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Step by step with Example (The Economist)

4. List components and attributes of the product or brand, as well as external factors which are in direct contact with it (e.g. products shape, logo, color, brand icon, packaging, parts of the product/brand etc).
a copy of the economist The Economist logo The red color A newspaper mail box A famous journalist/ editor of the Economist

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Step by step with Example (The Economist)

5. Find the strongest possible way to connect (or fuse) the chosen symbol (or parts of it) to any of the brands or products components. Create the shape of a brain out of rolled copies of the Economist and display the visual on red background.

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Comments
Why Fusion? Fusion has two essential roles or functions in an ad: first, a creative consideration to surprise the viewer with an unexpected idea. One can hardly surprise the viewer by the symbol, as the symbol is chosen only if it is known already to the viewers. The same with the message: most messages are not surprising by themselves. Therefore, the Fusion the unexpected combination of symbol with product/ brand is a strong means to create a surprising impact on viewers.

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Fusion
What is fusion? Fusion can be defined as the concentration of all the essential information of an advertisement into one, central element the creative idea. Because Fusion helps consumers notice, understand and recall the important elements in ads, it plays a key role in making advertising effective.
Creative idea Fusion

Brand

Product

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 In order to make an ad more effective one must find ways to fuse the three key elements brand, product and the core message with the creative idea or execution. We talk, therefore, about three kinds of Fusion: Brand, Product and Message. Below is a brief explanation of each.

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1. Brand Fusion
Media research shows that even when consumers remember seeing an ad or campaign they often forget, or incorrectly recall the brand behind the campaign, or worse still they ascribe what they have seen to a competitors brand. This is why Brand Fusion matters so much.

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 In this TV commercial for VW the message about the manufacturers quality is conveyed by fusing the check V sign with the VW logo itself. Brand Fusion, achieved by vividly connecting any recognizable element of the brands identity within the creative, is often a more effective way of encouraging brand recall than relying solely on a large logo.

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 Although ensuring Brand Fusion is crucial it may be the most difficult fusion to achieve as the resources available for fusing the brand are relatively limited e.g. color, logo, icon, shape etc. Thus the more well defined a brands identity and properties the easier a brand fusion will be to achieve just think of Orange or Guinness. Creating a distinct and identifiable advertising style for the brand through consistent advertising is another way to achieve Brand Fusion (e.g. Axe, Stella Artois, Absolut vodka etc.).

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2. Product Fusion
Connecting the creative idea with the product, the service or the product category is called Product Fusion. Product Fusion is important especially in the case of (overly) creative advertising where the creative idea and execution sometimes become disconnected with any product context (e.g. Harvard Healthcare TV commercial where a lady is put on hold in a clothing store). Product fusion will also help viewers in brand recall. If the viewer finds it difficult to remember the brand behind a commercial, being able to correctly recall the product that was advertised will help narrow the search for the brand name. 119

 In this TV commercial for Duracell batteries it is the use of the low batt signal on the screen that helps create a link for the consumer to remember that this is an add for a battery and not for some video camera brand. This small but significant executional detail is crucial to forge the Product Fusion.

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 Experience shows that when a viewer recalls the product category (product fusion) he is more likely to correctly recall the specific brand, then someone who doesnt recall the category at all.

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3. Message Fusion
Ensuring a connection between the creative idea and the message seems obvious as the creative idea is merely a vehicle for conveying the message. In this VW ad, the execution neatly conveys the message about side air bags in a way that captures our curiosity this is a message fusion. Note, however, that product and brand fusion are weak.

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 However, since creative ideas are often used mainly for their impact and stop value, the result is sometimes an ad in which it is hard to discern the message that the advertiser whishes to communicate.

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 This ad for Adidas football boots is certainly eye-catching, but is the message entirely clear? What exactly is the ad trying to tell us about the product? The answer depends very much on who you are trying to communicate to. This is why Message Fusion is strongly dependent on the target audience. Asking whether the message is indeed fused with the creative idea encourages us to check that the message the ad is conveying is precisely the message we want to convey and not, as is sometimes the case, a (hopefully subtle) variation of it.
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Notes
Fusion can be used as a guide when evaluating advertising at the pre campaign stage. Fusion is not a separate creative or ideation tool. Fusion should fit naturally into any execution and never feel forced. An effective way of using Fusion is by asking the following question. If you ask a prospect, after being exposed to the ad (commercial, mailing etc.) will they: - remember what product was being sold? - recall the brand? - be able to say what the message was?
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Thank you for your attention.

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