Archive for October 2008

Oct/08

13

Familiar/Unexpected Ads

Comments off · Posted by Lewis Wright in Competitive Marketing, Marketing How-To

Me and a few others from my work started attending a concepting class from “The Bookshop”. It’s designed to help designers or copywriters build up a portfolio that will help them get a job. Everyone who has gone through the class swears by it. Since we’re just in the “Intro” class I’ll wait on my standing ovation until the end. If nothing else, it’s fun setting aside a few hours a week to come up with ideas not related to work.

The first homework assignment is based on something called “Familiar/Unexpected” ads, which has a headline that leads you in one direction and then a visual that pulls you another. Chris DeNino quoted one of his favorite ads, which used the headline “over 1 billion served” and then showed a visual of a tennis ball. We’re all familiar with McDonalds tagline and believe that’s what the product is but then have the unexpected visual be a tennis ball. Familiar/Unexpected.

My first shot at this was for a Powerbar billboard, “Running on empty?” OK, it’s nothing groundbreaking but plays off the headline which makes you think of your car as you’re driving by and then promotes an energy bar.

Familiar/Unexpected is a very clever form of advertising and lots of people enjoy viewing clever work. However, the thing I’m trying to understand is what drives people to purchase. Clever isn’t cool if it doesn’t convert.

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