What makes a great ad? Ensuring the creative idea drives the attention, tells the brand story, communicates the main benefit and sticks in the consumer’s mind is a start. Here are some important questions to ask:
- Does it demand your ATTENTION? Does this take a creative risk to earn the attention of consumers within the cluttered media world? Is there something creatively different from what consumers expect, does it entertain, take advantage of the media, and is it shareable for consumers to influence others?
- Does it create a strong BRAND LINK? Does this ad connect your brand closer to the climax of the ad’s story? Is the execution through the eyes of your consumer? Does it resonate with vulnerable consumer insights, make your brand central to the story, and then solve the problem?
- Does the ad communicate the PRIMARY PRODUCT BENEFIT? Does the ad focus on the one benefit that moves consumers? Does it creatively amplify the benefit, tell the story behind your brand purpose, use extreme demonstrations or powerful visuals? Note: Focus on the benefit, not a feature. Whenever you focus on a feature, you leave it up to the consumer to determine the functional or emotional benefit. In a cluttered media world, lazy consumers move on before figuring it out.
- Is there something within the ad that is STICKY (and memorable) enough to move consumers? Does it engage emotionally and will it build a deeper love with those who already love you? Do you love what the ad has the potential to do? Does the ad match the brief? Will you be proud of this ad as your legacy?
- Does the ad deliver the brand idea? Does it leverage your creative assets? Does the ad fit with the tone of the brand? Does it use functional or emotional benefits to distinguish the brand and own a competitive space that is motivating to consumers?
- Does the ad match up to the objective of the brief? Will it drive the desired consumer response? Will it have an expected market impact and brand performance?Does the ad build a bond with the consumer? Does the ad speak directly to the consumer target? Does it leverage consumer insights to connect? Will it deepen our bond with our consumers? Can the ad help build memories and rituals?CREATIVE ADVERTISING CHECKLIST
