Imagine You Could...’s Post

*WHY DID IT FLY?* (Part 1) We know that some adverts fly. But the question is WHY do they fly? That's something semiotics combined with an understanding of creativity in the brain (which is what I do) helps with. Smash is a brand of instant mashed potatoes in the UK introduced in the 1960s by Cadbury. While Smash initially had moderate success, it wasn't until 1974 that the product exploded due to a hugely memorable ad campaign created by the agency Boase Massimi Pollitt, which featured the Smash Martians. The Drum voted it number 100 on its “The World's Best Ads of All Time” list. In the ads, the Martians would watch humans preparing mashed potatoes the traditional way on television, mocking them for not using the more convenient potato granules. So why did it fly? Here's why. 1. Humorous Inversion: The absurdity of Martians mocking humans for their “primitive” ways hilarious. Remember that in the 1970s we had a pretty high opinion of ourselves technologically, with the space race and the birth of computers underway. This counterintuitive element is one of the keys to creativity in the brain, generating cortical arousal and a dopamine hit among viewers. 2. Heroing Product Value: The stark contrast between the Martians’ technology and the humans’ outdated methods effectively highlighted the product’s value. It wasn’t just about convenience—it was about progress and innovation. 3. Breaking Conventions: The campaign broke with traditional food advertising at the time. Instead of focusing on the product itself or its taste, the focus shifted to the novelty of convenience, which resonated with the growing demand for time-saving solutions. Again, that was counterintuitive. 4. Cold War Resonance. The mid-70s was a time of the politically charged space race and the real threat of nuclear annihilation. The Soviets were supremely "other", "alien" (and "evil"). They were "over there" whereas we were "here". In these ads, the Martians semiotically took that place of the Soviets, retaining their arrogance but ultimately being harmless. This was alienness playfully inverted, acting as a kind of psychological pressure value in those paranoid times. 5. Sci-Fi Paradox. Star Trek's original TV run from 1966-68 among other shows furnished the collective psyche with notions of alien intelligence and sophistication far beyond what humans are capable of. Yet the Smash aliens are hilariously clunky, more a throwback to the robots seen on screens in the 1940s. Again, this rendered them funny instead of threatening. 6. Memorable Jingle. At the end of each ad came the sung line, “For Mash Get Smash.” The phrase not only uses assonance (it rhymes), it ties the product (Smash) to the food category it functions for (mash). The tune uses only 3 notes though in a unique arrangement, akin to the Nokia or Intel jingles. In short, the ad evoked - and partly inverted - the zeitgeist. Part 2 soon. #creativity https://lnkd.in/eNWnJM2A

Here is a way to build a following that stands the test of time. Good ads, clever theme and delivering expectations of the next Ad! Legendary US Car Car advertising! #advertising https://lnkd.in/gVvwP734

80s Horror 30 sec que https://lnkd.in/gy8PFPBa #filmmakers #filmproduction #filmcomposer #cinematicsound #musicforfilm $indiefilmmaking #filmscoring #soundtrackcomper #visualstorytelling #creativecollaboration #advertising #marketing

I LOVE when a creative piece stops me in my tracks - a creative color motif, an authentic storyteller, an animal (SHOW ME ALL THE FLOOFS!). This ad immediately caught and held my attention. https://lnkd.in/eCebsS45 1. Capitalizes (even romanticizes?) the Category Benefit with "sleep in 6 minutes" with a perfectly-targeted entry point (right before bed) 2. Aesthetically, you're immediately introduced to the calming effect of the product, showcased within your viewing space. THIS IS BIG. They don't show the benefit of a human using the app or trying to sleep... the ad places YOU as the user, in your environment, as if you're using the product. It's not an ad... its a DESIGNED EXPERIENCE. 3. Simple, easy-to-process messaging highlights the product by allowing it to 'breathe' (not cluttered with a VO, or conflicting text or images) 4. Always-visible logo, BetterSleep (@BetterSleep by Ipnos), offers every opportunity to action the 'Download' call or, ideally, remember the brand (the absence of a constant logo is one of my biggest grievances with TV ads) Oh, and DEEP BROWN is *chefs kiss*

Strawberry Ice Cream Advertisement "Sweet, playful, and eye-catching! 🍓 Here's my animated cover for a strawberry ice cream ad.

"Lights, camera, magic! 🎥✨ Here's a sneak peek behind the scenes of our latest Karman Advertising project. Stay tuned for something big! 💡📸 #BehindTheScenes #KarmanAdvertising #CreativeJourney #AdMagic #MarketingExcellence #TeamworkMakesTheDreamWork"

Was reflecting on the total eclipse yesterday and it instantly reminded me of the amazing Jaffa Cakes advert from 1999 (the year Vivid was founded!) Yes, it was a TV ad - but today it would be equally at home on Instagram and TikTok - it's only the medium that has changed and great ideas live on. I wonder how much of todays content will stand the test of time? Or does it not need to in an instant gratification led society? What are your thoughts? #digitalmarketing #advertising #brand #socialmedia https://lnkd.in/eYJJfmhu

The Ultimate Guide to Creating Engaging Commercials - Expert Tips and Strategies

Don't Miss the part "What's Today's News!" Some of the Super Bowl commercials are so damn memorable! Educate, Entertain, and then in a subtle way bring in the Reason to Believe moment #RTB 𝑬𝒍𝒍𝒆𝒏 𝒂𝒏𝒅 𝑷𝒐𝒓𝒕𝒊𝒂 𝑨 𝒔𝒉𝒐𝒓𝒕 𝒔𝒕𝒐𝒓𝒚, 𝒘𝒆𝒍𝒍 𝒆𝒙𝒆𝒄𝒖𝒕𝒆𝒅. 𝑻𝒉𝒊𝒔 𝒊𝒔 𝒇𝒓𝒐𝒎 𝑺𝒖𝒑𝒆𝒓 𝑩𝒐𝒘𝒍 2020 #Advertising #Narrative #Scriptwriting #Casting #Marketing And the most important

Twisters is hitting the streets!  Our street marketing campaign for the Twisters movie is turning heads and sparking conversations! From larger-than-life posters to interactive installations, we're bringing the storm to the city. Don’t miss out—feel the excitement before it hits theaters! Credits -  @twisters #TwistersMovie #StreetMarketing #MovieMarketing #DigitalMarketing #marketing  #marketingnews #SocialMediaMarketing #MarketingTrends #MarketingCommunity #Brandmarketing #bakoffis