As part of a pres I’ve been putting together about online creativity I was reminded of somehing a wise old owl Eric Solamon (ex Heinz global brand manager) showed me as an example of why creativity is important.
For years the world’s biggest advertiser (P&G) has demanded that its adverts use demonstration to illustrate the power of the product. Fairy liquid have always shown you how much further they’re washing up liquid goes. Check out these two ads:
The first is a straight up Nanette Newman just telling you how much better Fairy is.
This is pretty much exactly the same ad with exactly the same message, just done creatively:
check out the oldies too:
Which do you empathise with the most? Which appeals to you?