How many adverts have you seen in the last week? Last day? Last hour? It’s relentless. In today’s society we have endless varieties of products to buy, which is good. Except these products and services need advertising, which is bad. Sometimes.
Nowadays, to create an advert that stands out, you have to be disruptive. Being disruptive doesn’t mean being destructive and controversial, it’s not a negative thing, it’s all about being creative.
It’s about not playing it safe and creating something dynamic to replace something static. Disruption is the art of asking better questions. We have to do things that we think we can’t do, take the early Apple adverts which manages to sell the product without actually showing it. Really, it’s advertising the brand, saying how you need to think differently and this is what we help you do, and how did they do this? Show some of the greats who have thought differently and became successful because of this. The series of adverts include people such as Bob Dylan, Martin Luther King and Ghandi, amongst other greats.
Nowadays, to create an advert that stands out, you have to be disruptive. Being disruptive doesn’t mean being destructive and controversial, it’s not a negative thing, it’s all about being creative.
It’s about not playing it safe and creating something dynamic to replace something static. Disruption is the art of asking better questions. We have to do things that we think we can’t do, take the early Apple adverts which manages to sell the product without actually showing it. Really, it’s advertising the brand, saying how you need to think differently and this is what we help you do, and how did they do this? Show some of the greats who have thought differently and became successful because of this. The series of adverts include people such as Bob Dylan, Martin Luther King and Ghandi, amongst other greats.
http://www.youtube.com/watch?v=jULUGHJCCj4
Disruption equals success.
This is all well and good in theory, but to be able to this within an advertising agency, you have to have an extremely good relationship between the client and the agency. Not everyone will want to be so risky. It’s not always possible to be disruptive with a product that is extremely boring or normal. This way of tackling an advert isn’t a get out clause, it has to be used very selectively.
Another example of Disruption is the way in which Nike decided to advertise their new football boots. The idea was the ad to be viral, to be passed around from email to social network, for people to talk about it. It showed Ronaldinho being filmed on a small handy cam at what appears to be a training session. He tries on these new boots and does an array of impressive and almost impossible tricks, obviously suggesting these shoes have something to do with it. It’s the debate whether these tricks are real or computerised which gets the people talking and passing around the video, in turn advertising Nike.
http://www.youtube.com/watch?v=FHWqUEXyDJ4
It worked the same with the ‘Wassup’ Bud advert. This showed a group of friends passing the slogan around whilst on the telephone with each other, and it definitely worked, there wasn’t a day that went by during a year at primary school where we didn’t great eachother with ‘Wassup’. It still even pops out sometimes still.
Disruption equals success.
This is all well and good in theory, but to be able to this within an advertising agency, you have to have an extremely good relationship between the client and the agency. Not everyone will want to be so risky. It’s not always possible to be disruptive with a product that is extremely boring or normal. This way of tackling an advert isn’t a get out clause, it has to be used very selectively.
Another example of Disruption is the way in which Nike decided to advertise their new football boots. The idea was the ad to be viral, to be passed around from email to social network, for people to talk about it. It showed Ronaldinho being filmed on a small handy cam at what appears to be a training session. He tries on these new boots and does an array of impressive and almost impossible tricks, obviously suggesting these shoes have something to do with it. It’s the debate whether these tricks are real or computerised which gets the people talking and passing around the video, in turn advertising Nike.
http://www.youtube.com/watch?v=FHWqUEXyDJ4
It worked the same with the ‘Wassup’ Bud advert. This showed a group of friends passing the slogan around whilst on the telephone with each other, and it definitely worked, there wasn’t a day that went by during a year at primary school where we didn’t great eachother with ‘Wassup’. It still even pops out sometimes still.
Viral advertising used to be the way to be disruptive, however I think it’s getting abit old now. Is the new thing augmented reality? Either way, the disruption will inevitably be copied and become the norm, what do we do then?
Be desruptive, think different, be creative.
