More on the power of demonstration ads: This ad (done last year by McKinney in Durham, NC) goes to elaborate lengths to show how quickly Lenovo laptops boot up. The computer is thrown out of an airplane, and the only way it can “save itself” is by booting up quickly enough to deploy its parachute.
I don’t know that this is award-winning creative, but I’m pretty sure we’ll all remember it.
I just saw a print ad that humbled me with its excellence, and it actually arrived with Monday’s mail.
The front cover of this week’s Time is on the left. And on the right is the back cover of this week’s Time.
Without a single word of copy, Apple has shown me the exact size of the iPad Mini, and has made me understand just how convenient and portable my Time subscription can be. I knew these things before I saw this ad, but I now have a clear and impressive mental picture that just wasn’t there before.
And by the way, this, too, is a demonstration ad. Fantastic.
Today, I gave a brief talk at an event hosted by The Bauhub, a new virtual ad agency. The theme of the event was “The future of work,” and this is what I had to say:
I’d like to start with a story that was pretty big a couple of months ago. It concerns a creative brief that was given to this…
I saw this ad today on Ads of the World, and I had some difficulty getting its message. Okay, they’re doing a barbecue to benefit youth, got it, but why is the sausage cooked half medium and half well done? Holy crap, I thought, are they actually calling out the racial mix of the group…
First up a great big caveat emptor: in conversion rate optimisation there’s no such things as rules, there’s only findings. What may prove emphatically effective in one test, might be a waste of time in another similar situation.
Having said all that, there are a number of hardwired human traits and behavioral patterns understood by psychologists, behavioral economists and other social scientists that we can use to increase our conversions…