What would you say is the single most important characteristic of an advertising person? Or advertising agency? Or advertising campaign? Most people would answer all these questions with the same, single word answer: CREATIVITY.
There is no denying that creativity is important in advertising. It is considered so important that one of the major departments within an advertising agency is named after it. But is it really THAT important? Or could it be that we have taken the reverence of creativity one step too far?
To address this question properly we first need to discuss the roles of creativity in advertising, and as Goose (Anthony Edwards) says in the movie Top Gun – “the list is long and distinguished”:
We all know that taking the stairs is better for our health when compared with riding the elevator or the escalator. But, let’s face it, when presented with the choice, wouldn’t we opt for the “automatic” option?
If the exact same stairs, however, made fun sounds when climbing them, would that make a difference?
You will find the answer to this question in the following clip which demonstrates that assigning stairs a new task of “convincing” people to climb them can result in a fun, innovative and perhaps unexpected situation.
One of your boastful friends makes a bet with you that he can tell you in no time at all exactly how many leaves there are on a tree at any given moment. Of course you agree to the bet - it seems like the quickest way to earn a free meal in your favorite Italian restaurant. As soon as you’ve made the bet, you figure out the catch: how the hell can you prove him wrong?
advertising campaign? Most people would answer all these questions with the same, single word answer: CREATIVITY.
