February 23, 2014
If you made this ad, you should be fired. If you are the Brand Leader, this did nothing for the Lexus brand. If you are the agency, you let your client down–and likely they are now about to get fired.
Advertising looks easy, but it’s not.
Good Advertising is not random, it is well planned. The best Advertising is an expression of strategy, that should have a goal for the brand. It should also have a target market, supported by a key consumers insight that connects with the target. And it should serve up the main benefit through the advertising. Advertising is commercial art, which really means it’s half art and half science, but it is never all art. That’s called a museum, not my TV set. Advertising is not “out of the box” creativity, in fact it is a form of “in the box” creativity, where the strategy and creative brief create a box for the creatives to find a solution. The best creative people at agencies are not blue sky thinkers, but rather problem solvers.
I come at this from the vantage of a fellow client. I’m not an Ad Agency guy, never having worked a day at an agency in my life. But I do give coaching on Advertising for clients, and I’d never ever let you make this spot. In my role, I get asked a lot: “So what is it that makes someone good at advertising?”. I always think people are looking for some type of magical answer, but the answer I give is always very simple yet if you think about it very complex: “They can consistently get good advertising on the air and keep bad advertising off the air”.
This Lexus ad should have been rejected! When I look at the Lexus ad above, I should almost be able to write the brief and at least answer these questions:
- Who Do We want to sell to? (target)
- What are we selling? (benefit)
- Why should they believe us? (RTB)
- What Do We want the Advertising to do? (Strategy)
- What do Want people to do? (Response)
- What do we want people to feel? (Brand Equity)
I have no idea of the target, the benefit or what they hope the advertising does. I don’t even know what they want people to do. Lexus competes with 3 other brands with very well-defined brand positions: BMW is all about performance, Mercedes owns luxury and Volvo screams safety all the time. While Lexus came into the market with stylish designs and at a new reasonable price, I’m no longer sure what the brand stands for. (Lexus is my favourite car I’ve ever owned so far)
Finding your Difference is not easy
I’m always pushing to make ads that are unique, but there is a fine line you have to walk between good-different and bad-different. To be good and different, you need to make what you do really interesting. This Lexus ad is somewhat different (more weird than different), but it is awful. The ad has nothing to do with the consumer, nothing to do with the brand. It hides the product so much that you would think the client and agency both feel there’s nothing really great to say about the brand. Can you find advertising that shows how much consumers love the brand?
The car brand that consistently does Different-Good is Volkswagon who finds unique ways to showcase how much love their consumer feels for their brand. Here’s a couple of great examples for VW:
The ABC’S of Advertising
Here’s a potential tool you can take into the room that is very easy to follow along. You want to make sure that your ad delivers on the ABC’S which means it attracts Attention, it’s about the Brand, it Communicates the brand story and Sticks in the consumers mind.
- Attention: You have to get noticed in a crowded world of advertising. Consumers see 6000 ads per day, and will likely only engage in a few. If your brand doesn’t draw attention naturally, then you’ll have to force it into the limelight.
- Branding: Ads that tell the story of the relationship between the consumer and the brand will link best. Even more powerful are ads that are from the consumers view of the brand. It’s not how much branding there is, but how close the brand fits to the climax of the ad.
- Communication: Tapping into the truths of the consumer and the brand, helps you to tell the brand’s life story. Keep your story easy to understand. Communication is not just about what you say, but how you say it—because that says just as much.
- Stickiness: Sticky ads help to build a consistent brand/consumer experience over time. In the end, brands are really about “consistency” of the promise you want to own. Brands have exist in the minds of the consumer.
Buying media and putting something on air does not attract attention for your ad. Why would consumers want to listen to what you have to say. You have to EARN the consumers’ attention. The best way to grab Attention is to take a risk and do something not done before. Here are the 5 ways to attract attention.
- Be Incongruent: This is a great technique to get noticed is by being a bit off kilter or different from what they are watching. A lot of brand leaders are afraid of this, because they feel it exposes them. Avoid being like “wallpaper” If you want a high score on “made the brand seem different”, it starts with acting different.
- Resonate: Connect with the consumer in the true way that they see themselves or their truth about how they interact with the brand.
- Entertain them: Strike the consumers emotional cord, by making them laugh, make them cry, or make them tingle. From the consumers view—they interact with media to be entertained—so entertain them.
- The Evolution of the Art of Being Different: As much as Movies, TV music continues to evolve, so do ads. As much as your art has to express your strategy, it needs to reflect the trends of society to capture their attention. Albino fruit flies mate at twice the rate of normal fruit flies. Be an albino fruit fly!!!
- Location Based: Be where Your consumers are open and willing to listen. The Media choice really does impact attention. Make sure your creative makes the most of that media choice.
There is an old advertising saying “half of all advertising is wasted, but we aren’t sure which half”. Coincidently, the average brand link is 50%. Our goal should always be to get higher. The best Branding comes when you connect the Brand to the Climax of the ad. It’s not about how much branding or how early the branding arrives.
- Be Part of the Story: in the spirit of big ideas, how do you tell a story, using your brand. It’s not how much branding you use, but rather how closely connected the brand to the climax of your ad.
- Is it the Truth: It sounds funny, but if there is a disconnect between what you say, and what you are….then the brand link won’t be there. People will discard the ad.
- Own the Idea Area: Be a bit different—make sure that what you do sets you apart from anyone else.
- Repeat: don’t be afraid of building your brand—and the simplest way to get branding is to repeat and repeat and repeat.
Communicating is about selling. Keep in mind, communication is not what is said, but what is heard. The best way to Communicate is through Story Telling that involves the brand. The modern-day world of the internet allows richness in story telling.
- Start a Dialogue: If you can do a good job in connecting with the consumer, the branding idea can be a catalyst that enables you to converse with your consumer.
- What are you Selling? You have to keep it simple—you only have 29 seconds to sell the truth. Focus on one message…keep asking yourself “what are we selling”.
- Powerful Expression: try to find one key visual that can express what you are selling. This visual can be leveraged throughout
- Find Your “More Cheese”: Many times its so obvious what people want, but we just can’t see it or articulate it.
- Sell the Solution—not the Problem: Brands get so wrapped up in demonstrating the problem, when really it is the solution that consumers want to buy.
We all want our ads to stick. You need to adopt a mindset of “will this idea last for 5 years”. The Best way to Stick is to have an idea that is big enough. You should sit there and say is this a big idea or just an ad?
- Dominant Characteristic: things that are memorable have something that dominates your mind (e.g.: the red-head kid)
- How Big Is the Idea? Its proven that a gold-fish will get bigger with a bigger bowl. The same for ideas.
- Telling Stories: While visuals are key to communicating, in the end people remember stories—that’s how we are brought up—with ideas and morals that are designed to stick.
- Always Add A Penny: With each execution, you have a chance to add something to the branding idea. Avoid duplicating what you’ve done…and try to stretch as much as you can.
- Know Your Assets: There has to be something in your ad that stick Know what that is and then use it, in new executions or in other parts of the marketing mix.
Yes, the Lexus ad is beautiful shot, likely very expensive–both in production and media. But it’s so subtle, it won’t catch attention, there’s no way it’s going to brand link or really communicate. Strike that, since I’m still not sure what the ad is communicating, there’s no way it will communicate. Add all that up and it won’t stick at all.
At Beloved Brands, ask us how we can act as a Creative Coach for you, helping you and your agency get to great creative Advertising
To see a training presentation on Get Better Advertising:
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