Ad Cracker

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Advertising Technique:
Interesting Character

This advertising technique is all about creating a character, or cast of characters, that add recognition and story value to your campaign.

Your character could be an actor playing a role, such as a psychiatrist or the Queen of Nimbus. Or you might go with an illustrated / animated / cartoon character. Or how about a living cat or dolphin?

You have total freedom to create the character and define the role he, she, they or it plays in the advertising.

Creative tip: While a "brand character" should represent the personality and other aspects of the brand, an invented character does not. So you can take a risk with characters that are, well, out of character with the brand's personality.

> Every Creative Director set includes:

- 30 Copy and design techniques to attract attention, engage minds, evoke emotion, and change what people think.

- 30 Strategic techniques to build bold brands, position products, and drive direct response results.

- 1000s of example ads in traditional, digital and social media.

- Plus slideshows, workshop activity books and professional tips.

Some of the world's most memorable advertising campaigns have been built on invented characters. And many of the best of those characters do not reflect the brand personality, values or appearance.

Like a good movie or book, your character needs to be interesting. Different. Unexpected. With lots of personality. Quirky behavior. Or strongly expressed views.

These engaging, out-of-the-ordinary characters will grab attention because they break through the clutter, stand apart from the crowd.

Creative Techniques

Creative Techniques