Be Unexpectedly Expected.
Sometimes you can be “too cute” with your communication. In trying to be clever, you can confuse the main point that you’re trying to make. Products aren’t usually trying to trick you. They are what they are, and they perform a pretty clear function. Your job is to communicate that function clearly. Tell people what they want to hear about a product, but tell them in a way that completely surprises them – to the point that they will remember the product long after they’ve seen or heard the message. Watch the video below to see some examples of some print campaigns that do just that. They make a very clear and expected point in a totally surprising, daring, or emotionally moving way.
Watch this video to see campaigns that give the expected point in a totally fresh and unexpected way.
Please view the following “unexpectedly expected” ad campaign Examples by clicking on each:
Kiwi Kiwi Shoe Polish
Notice in this campaign, the point is simple and straight: Kiwi Shoe Polish will leave your shoes with a bright shine. Not surprising right? This is what you’d expect a shoe polish to say about itself. The unexpected part comes in how it is said. In order to begin to take your thinking to the next level, you have to ask yourself the question: how bright is bright? Is it bright enough to garner a few compliments at the office (a rather expected and common reaction) or can it be bright enough to shave in? Can it be mirror bright? Of course it can. As you try and take your work to the next level, you have to take your imagination along with it. Dream a bit. Exaggerate even in order to try and make the point. Ask yourself “what if?” You already received your permit from the first two classes; now is the time to take out your creative license and use it!
South Bay River Rafting
The same method of thinking applies to this campaign for the River Rafting Company. The point they are trying to convey is simply that they head-up extreme rafting trips that aren’t for the weak or the faint of heart. It’s hard-core action, that hard-core adventure types would come to expect from that company. The genius is that they took that to an unexpected and extraordinary place by saying, in a humorous way, just how extreme these rafting trips are. Once again, the creatives pushed the benefit to the limits of the imagination.
Techko Paper Shredder
For the Shredder campaign, again, another pretty straight-forward expectation: namely, to shred documents you may not want people to see. Fair enough. But why might you need a bigger version of the regular shredder? Maybe you might have an unusual amount of papers and documents. Okay, that makes sense. But if you can suspend your logic for a minute, then you might think of yet another reason – a much more compelling reason. And although a bit exaggerated, it does make a point that connects with consumers: that there just might be a time in their life when they too might need to shred those documents that they really, really don’t want anyone to see.
Assignment: Week #2
Create a print ad campaign of three ads for any one of these places:
- The Stinking Rose (A Garlic Restaurant in LA: thestinkingrose.com)
- A Gymnastic School
- A Rock Climbing School
Since you’ve had experience with creating both all-visuals and ads that use headlines, feel free to use either style you see fit. The key with this assignment is to identify an obvious benefit: something that you would expect the service would provide. For example, with the Stinking Rose, it’s expected that people would want to go there to experience the full rush of a restaurant that featured everything garlic. With the School of Gymnastics, people usually take their kids there to get them focused and disciplined so they can get on a good track with these positive qualities that they’ll need and use as they go out into the world. And with the Rock Climbing School, people go their to improve their strength and climbing skills. I’ve said enough. Now it’s up to you to bring home the goods creatively by saying those points (or other ones if you think they are appropriate) in a totally unexpected way that is connecting and memorable long after people have viewed your work.
Last Thoughts:
For The Stinking Rose for example, it’s all about the garlic, right? No big trade secrets here. When you decide to talk about the expected – namely, that this place is loaded with garlic – you can turn that into the task of communicating that point in a surprising way. Think about what happens when you have had too much garlic. They might serve you a mint when they bring you your check. Or maybe a toothpick to use to get the remnants of the meal afterwards. All of this is not uncommon in most restaurants. And if you have something strong like garlic or onions for dinner, then you most likely will use and appreciate those type of after-meal sort of products. Now imagine eating at a restaurant that serves everything with garlic. Wow! If you might need a mint after eating some garlic, what might you need after eating en entire meal of garlic? Imagine the possibilities. When you think in this way, you can see a bit more clearly how to approach your ads. It’s not a formula mind you, but it is a different way to look at communicating your benefit – taking the point to the most imaginative level. Use this same line of thinking if you chose to do the School of Gymnastics or Rock Climbing School campaigns for your assignment.
Remember:
- Don’t be tricky with the point. Find the one that people want or have come to expect. It’s usually right there, staring you in the face.
- Once you have the main point, the expected one, turn your imagination loose. Go all out. Exaggerate, imagine the full extent of the product’s or service’s potential. And ask yourself “what if?”
- Use all of your previously learned creative skills, and explore all of the various ways you know how to think about advertising.
- Don’t give up until you’ve exhausted all of the possibilities. Even after that, exhaust yourself some more. Remember the case study in week 1.
- The real good stuff, the real rich stuff, usually requires the most digging.
- Have fun. You can’t do something fun and different if you don’t first feel it.
Nathan Jewelers
Newspapers (one plus one equals)
Please download and print the above handouts to have and to review often. They will help you as you move on to Week #3. Everything you’ve learned so far in week #2, as well as in the previous two workshops, are stepping stones and building blocks for you as you put together your portfolio. Everything connects with everything else. So keep them handy – in case of a brain freeze or some other creative emergency.
When you’ve completed your assignment, draw them up then scan and email them to your instructor at the address they gave you in their reply from Week 1 and wait for feedback before going on to Week 3.