Ad Cracker

What exactly is an
"advertising idea"?

Many folks think of an "advertising idea" as a postcard mailer, a radio spot, a website or Facebook page.

To be precise, however, those are not "ideas." Rather, they are "mediums" to convey a message. And while media selection is important, it is only one part of the creative equation.

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 something like this:

- A vivid metaphor to position the product in a crowded market.

- A memorable brand character.

- A "buy one, get one free" direct response offer.

Those are all creative concepts. Or put another way, they are all messages that can be communicated through mediums such as TV or email or social media. And that's what we feature in this album of 100 creative ads.

Ideas and executions

The "execution" is how you bring an idea to life. For example, the idea in this TVC for Haagen-Dazs Gelato is something like this:

Open on an argument between two Italian lovers as the husband enters the door with a bag of groceries in his arms, and the wife screams,"I'm leaving." He replies indifferently, "Glad to see you go!" Then a carton of Haagen-Dazs Gelato spills from the shopping bag onto the table. They both look at it, smile, and their passion for the Gelato overcomes their anger ... at least temporarily.

From that idea comes the execution, which is first a script and storyboard. And from the script and storyboard comes the final production which may evolve from the original concept. And that, essentially, is how the creative team - the writer, art director, creative and film directors - bring the idea to life.