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August 8, 2008 By

Five Rules For Being Clever In Ads

You don’t have to spend $2 million dollars on a Super Bowl commercial to have a creative ad that grabs people’s attention. What are some keys to having something that breaks through the clutter?

Try these 5 rules:

  1. Surprise your audience. Do something they don’t expect.
  2. Make sure it is relevant. Funny for funny sake doesn’t sell more product. Remember your end game.
  3. No inside jokes. Everyone should get it.
  4. Different medium = different funny. You can be more esoteric in print ads because your audience has time to figure it out. Outdoor — they have about 5 seconds, so get to it quick.
  5. Clever funny always wins over mock someone funny.

Because of this medium, my examples are visually creative. But remember, you can create the same effect with words too.

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Author: Drew McLellan (35 Articles)

Drew McLellan gets branding and marketing and he really wants you to get it too. So for the past 20+ years, he’s told stories, asked questions, and milked sacred cows. All to help clients discover their brand so they can create authentic love affairs with their customers. Considered a national branding expert, Drew is a highly sought after speaker and has given about a zillion presentations at national conferences, key note addresses, training for his peers in the profession, college students and even his daughter’s tenth grade class. Over the years, Drew has lent his expertise to clients like Nabisco, IAMS pet foods, Kraft Foods, Meredith Publishing, John Deere, Iowa Health System, Make-A-Wish, University of Central Florida, SkiDoo and a wide array of others. Today, he and his agency work primarily with BtoB clients who recognize the power of knowing and living your own story. Blog: http://www.DrewsMarketingMinute.com E-mail: drew@mclellanmarketing.com Twitter: http://www.twitter.com/drewmclellan Facebook: Drew McLellan

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David

Hi Drew,

Very good examples here and as much as I hate "commercials", I love "ads"...if that makes sense. I love how clever and simple communicating an idea can be (when done right) especially without words or talking heads...like in your photo examples.

I graduated from a design school (not as an advertising major though) and loved what ad students came up with.

The thing is, ok, this may sound pretentious, but perhaps those of us who "see through the ad message" may think most adverts are costly and ineffective but ultimately aren't PR people targeting those who don't really think too deeply about the ads anyway? Remember all the hype about subliminal messages in ads in the 80's?

Anyway, I'm rambling. But, I agree with your post 100% and THAT is the challenge...making great ads that are clever, get results and don't cost a fortune

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Drew McLellan

Ed,

You are so right -- the purpose of any marketing is ultimately to sell something. The minute we forget that -- we are making art, not ads.

Drew

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Drew McLellan

Noob,

Yup -- cleverness can make up for a lack of frequency or exposure. In the ideal world, you'd have both.

A very clever, memorable ad combined with enough frequency to get and keep your audience's attention and hopefully, dollars.

Drew

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Drew McLellan

Ed,

I agree -- the Mr. Clean example isn't one you could let get dingy. I suppose they'd just re-paint that one white stripe. Which would only add to the visual illusion.

Some very smart thinking....a good reminder that we don't have to settle for the same old, same old.

Drew

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Ed Roach

I would also add: Don't forget that you are selling something, that's the whole point. How many Super Bowl ads, while clever AND funny miss the sales goal and end up as simply entertainment. You see this with youtube from time to time. It's a very thing line.

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Noobpreneur

Drew,

That is so correct...

In my experience, I spent thousands of dollar worth of advertising money for a conversion rate that only requires less than 20 bucks :D - doing just like what you wrote here - clever things that people appreciate, rather than corporate-like ads campaign on mainstream media, such as newspapers.

I conclude, newspaper ads s**ks - sorry for saying this :P

Cheers and thanks for the post! (nice pictures, by the way)

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Ed Roach

Great Mr. Clean example. Imagine the exposure in large urban centers. But I assume they have to be changed throughout the day to keep them relevant. It certainly is one of those " I wish I had thought of that" concepts.

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