Posted: 21 Feb 2017 05:43 PM PST
Jacob Goldenberg, in his book, "Cracking the Ad Code," describes eight creative patterns that are embedded in most innovative, award- winning commercials. The tools are:
Here's a great example from Mr. Rooter Plumbing that is so simple and effective:
To use the Inversion technique, start with the components of the brand promise. Take each one away one at a time and envision in what ways the consumer would be affected...in an extreme way...if it did not have this aspect of the promise. Make sure that the "bad thing" that happens is so far fetched that viewers understand it's a joke. Otherwise, they'll get confused.
Here's another from Kayak:
Now THAT would be bad!
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