Above - a selection of the world's best advertising ideas from AdCracker's Ad Annual 12. > Click here to get your fingers on the Ad Annual CD.
"Package" By DDB Tribal for McDonald's. This TVC engages the audience emotionally with music, a likable character, and a dramatic story. Then zap - it slams the competition.
"Pay With a Tweet" By R/GA for Innovative Thunder. Here you see how the creative use of social media technology can achieve a strategic marketing advantage.
"The Force" By Deutsch, USA,
for Volkswagen. This charming little drama builds quickly to a funny conclusion. What makes it work? The kid, the music and the interesting twist on an evil character.
"Pink Ponies" By john st. This agency promo manages what thousands have tried and failed to achieve. It demonstrates the shop's integrated creative services with a warm, human interest story.
"Touch the Rainbow" By BBDO
for Skittles. A breakthrough involvement concept that doesn't break the bank. Two things we like.
"Pizza Digitali" By Scholz & Friends. A crack creative team at a first tier agency can generate a million dollars a year in revenue. This creative concept proves the direct response maxim, "It's not what you spend, but what you pocket that counts."
"Sorry" By Jung von Matt/Alster for Mercedes-Benz. The objective of this TVC is to demonstrate a product feature and the associated benefit. To do that the creative team delivers one surprise after another on the way to an emotionally gratifying conclusion.
"Aldi is like brands. Only cheaper"
By McCann-Erickson for Aldi. The techniques are 1) a side by side comparison,2) presented by an interesting character, and 3) finished with an unexpected twist.
"The more you run, the shorter the distance" By Z,
Sao Paulo, for Penalty. The technique used here is problem / solution. It's as simple - and bold - as that.
"Large Coffee" By DDB
for McDonald's. The advertising technique at work in this print ad from Finland is an exaggerated visual concept. It's a superb example of an effective advertising technique that is very, very well executed.
AdCracker Judging criteria:
- Creative use of > media.
- Creative expression of contemporary > branding, > positioning and > direct response characteristics.
- Creative and effective use of > advertising techniques.
If you own a small business, your "advertising idea" might be a postcard mailer, a radio or TV spot, perhaps AdWords text ads or a print ad in the local newspaper. That's media.
If you are a copywriter or an art director at a multinational ad agency then the term "advertising idea" means something quite different. You get paid to think conceptually, so your "ad idea" might be a vivid metaphor to position the product in a crowded market. Or a sketch of a memorable brand character. Or perhaps a compelling direct response offer. Those are creative concepts.
- Media, including email, websites, TV commercials, direct response TV and infomercials, newspaper, direct mail, twitter tweets, a facebook page or Google AdWords text ads.
- Strategic advertising concepts such as > branding, > positioning or > direct response.
- Tactical concepts or > advertising techniques such as dramatic conflict, problem / solution, or sex.
- Unconventional ideas, such as viral videos, ambient displays or guerrilla activities. > See creative media.
