Humor Works

Well, I really like this one website, http://pzrservices.typepad.com, and how humor can really play a part in advertising. For one, it immediately grabs our attention and gets us to think outside of the box in a more relaxed manner rather than a rational or irrational manner. In order to maintain a "fresh idea" outlook, one must constantly scan their surroundings and question everything. One must try to visualize from another persons perspective or that of a 4-year olds, you know? Being simplistically clever is not always an easy thing because there are so many bad ideas in our brains that we need to release from time to time. Taking a stroll through a park or walking through busy intersections at night might bring forth some ambiguous ideas. I don't know, don't stand in one spot--navigate everywhere.

Stay Original and Relevant

Bob Isherwood, a creative director for Saatchi & Saatchi, maintains his theory that all ideas must be original, relevant, and should have an emotional connection, otherwise the ad simply won't work. Did you know a survey was done in China and about 84% of television viewers immediately channel-surfed during a commercial break, and only 11% stayed on the channel for a couple of seconds. What does that tell you? Revise, revise, revise. In today's world, there is too much competition for any one of us to be oridinary. For instance, look at this Wrigley pack. Whatever happened to the traditional packaging? Well, apparently they weren't working so they re-emphasized their product by switching their identity. For Bob Isherwood, "ideas are the currency of the future."

Keep it clear...and ethical.

Sometimes we forget that we must be clear, concise, and appropriate with our fonts and colors. Sal DeVito has a checklist for us during our method of creating fresh advertisements. In Robin Landa's "Advertising by Design", DeVito says one must be brutally honest about one's work. If you fall into certain figurative categories (Sounds like advertising, too damn cute, sounds like bullshit, I've heard it before, dull, good idea but needs a stronger execution) then the chances are that you are not on the right path and you must rethink and redo your brainstorm. Ads are a phenomenal thing because they draw our attention and make us emotional, regardless of how crappy or great it is, it HAS our attention and that's power within itself. Of course, one must try to maintain ethical standards...