1. Advertising Creativity Dr. Padmini Patwardhan Dept. of Mass Communication

2. Burger King searches for the right ad theme 2008 1976 “Have it your way.” 77-78 “America loves burgers and we’re America’s Burger King.” 78-80 “Who’s got the best darn burger?” 80-82 “Make it special. Make it Burger King.” 1982 “Aren’t you hungry for Burger King now?” 82-83 Battle of the burgers. 1983 “Aren’t you hungry?” 83-85 “The big switch.” 85-86 Search for Herb. 86-87 “This is a Burger King town” 1987 “The best food for fast times.” 87-89 “We do it like you’d do it.” 89-91 “Sometimes you gotta break the rules.” 91-92 “Your way. Right away.” 1994 “Back to basics” 94-96 “Get your burger’s worth.” 96-98 “It just tastes better. Go the distance Got the Urge” 01-02 “The Whopper Says” 02-03 “At Burger King You Got It” 1976 Ad Campaign Timeline 04-08 “”Have it your way”

3. Two Perspectives on Advertising Creativity All good creative is original AND sells Suits “It’s not creative unless it sells” Creatives “Only artistic value and originality count”

4. Absolut’s Advertising Represents Synergy Between Creative and Brand

5. A solid contribution to the brand’s value through effective communication Image Successful creative messages lead to better brand recall Brand Recall We’re favorably disposed to products that do great advertising Brand Preference Long term creative success leads to long lasting brand relationships Brand Relationships Creativity builds….

6. The “Creative Leap” The straightforward language of the creative strategy brief The big idea: an exciting, attention- getting, and memorable message concept

7. A Big Idea Resulting From The Creative Leap

8. EXPERIENTIAL LEARNING BRAINSTORMING OBSERVATION LIFE & CULTURE RESEARCH Explore cultural images Pool ideas for cool concepts Look at consumers with curious eyes Experience the brand universe Getting Creative Input

9. Getting Raw Material, Data, Immersing One's Self in the Problem to Get the Background. Immersion Ruminating on the Data Acquired, Turning It This Way and That in the Mind. Digestion Ceasing Analysis and Putting the Problem Out of Conscious Mind for a Time. Incubation A Sudden Inspiration or Intuitive Revelation About a Potential Solution. Illumination Studying the Idea, Evaluating It, and Developing It for Practical Usefulness. Verification Getting Raw Material, Data, Immersing One's Self in the Problem to Get the Background. Immersion Ruminating on the Data Acquired, Turning It This Way and That in the Mind. Digestion Ceasing Analysis and Putting the Problem Out of Conscious Mind for a Time. Incubation A Sudden Inspiration or Intuitive Revelation About a Potential Solution. Illumination James Webb Young's Creative Process

10. Let Prospects Vividly Experience the Brand Allow You to Brand the Advertising Revolve Around the Clinching Benefit Be Likely to Attract the Prospect’s Attention Allow You to Create Unique Advertising Revolve Around the Clinching Benefit Attract the Prospect’s Attention Simple and Evocative The Ideal Power Idea Should Be...

11. J. Walter Thompson BBDO: “Pearl” Simplicity breaks through

12. Resonance breaks through

13. Emotion breaks through

14. Unexpected humor breaks through Introduction of Mountain Dew (red) Agency: BBDO

15. Originality breaks through Mr. UnbelievableMr. Believable