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The Kick Start

Catalogue
Source: Creative Advertising. Mario
Pricken
• “Creative Advertising-by Mario Pricken is like a faucet on
full blast for the brain! It includes ideas and techniques
from the world’s best campaigns. After every sentence I
scramble for my pen, jotting down new ideas and
different approaches.”

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When to use?
• After you have an insight
• How?
• Jot these methods down as a checklist: then force
yourself to use each method to kickstart your ideas

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Method 1: Without Words
Visual messages work by inviting viewers to complete the
story for themselves.
Think how to portray the benefit/insight in one single
picture
Think how the SMM (Single-Minded Message) can be
depicted without words
Think about how different situations or scenes can
convey the product benefit?
How would the benefit/insight be depicted in a silent film?
Can you tell the story of the insight or benefit in simple
sign language?
Note: the benefit can be a tangible (physical: removes
stains) or non-tangible benefit (an emotional/social/moral
benefit)
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Method 2:Mixing & Matching
A frequently used advertising method is to
combine & associate different things together to
create a surprising effect
How can the product be combined with something
else in order to make the SMM clear?
What object can your product be combined with to
make the SMM clearer?
Can you combine several objects to make one?
How can you combine the problem and solution
together?
• What object can your product be combined with to
make the SMM clearer?
• Can you combine several objects to make one?
• How can you combine the problem and solution
together?

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Guiness Ice Cold
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Method 3:Compare &
Contrast
Comparative juxtapositions are the classics of
advertising
What before-and-after comparison underline the
benefit?
How can the product benefit be communicated by
comparing the product with something completely
unrelated?
The comparison shouldn’t be obvious: referring to
something quite remote generates the right amount
of tension
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Method 4:Exaggeration
A hyperbolic depiction of a problem, the product, or a
solution can grab the attention and emphasise the benefit
What exaggeration could represent the benefit more
forcefully?
What can be added? Make it bigger? Longer? Heavier?
Thicker? Multiply it by two?
What reduction, no matter how extreme, could represent
the SMM/Insight/benefit more forcefully?
What can you exaggerate in a situation where the
product/service is absent?
NB: Do it with wit and the credibility of the message won’t
suffer
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Method 5:Repetition &
Accumulation

Repetition, highlighted by disruption.


How can the product benefit be
emphasized by repetition?
How can repetition attract attention, and
represent the problem situation in a
witty and provocative way
An Ad for the Swiss-Tibet
Society
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Method 6:Turn It Around
Take the features of a product, its benefit, packaging
or function and do the opposite of what people
expect
Stand things on their heads, put the last thing first,
turn something inside out, make a big thing small and
vice versa, make beauty look ugly and ugly beautiful
Convert the benefit into a disadvantage? Show the
negative instead of a positive? Achieve the opposite
of the SMM? Turn it upside down? Change the
perspective of the people involved? Switch cause and
effect?
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Method 7:Omission &
Suggestion
Missing information involves the viewers by forcing
them to play an active part in uncovering what is
hidden
What could replace the product? Who or what could
take its place in order to focus on the SMM? How can
the product be reduced to its essentials?
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Method 8:Optical Illusions
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Method 9:Paradox
• A statement proceeding from a
logical and truthful premise, which
nevertheless ends in contradiction

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Method 10:Playing With
Time
• Will time alter the product or its
function?
• Will the product affect humanity and
human history?
• How can you make the effects of time
visible?
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Method 11:A Change in
Perspective
• Spatially: show objects or situations from unusual
viewpoints: bird’s eye view, ECU, extreme distance,
from every possible angle, from outer spaceetc
• Take on other identities: Leave your body and slip
inside other people, objects or animals
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Method 12:Spoofs & Parodies

• You can use something from TV, Cinema, literature,


music, politics or art and change it to make it conflict
with its original function and character
• But you need a well known original
• And you need to make sure you don’t lose touch with
its essential features
• Failure to do so will result in accusations of ‘borrowed
interest’
Ariel
VW
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Method 13:Symbols & Signs
They can carry different associations or emotions
depending on the viewer or how they are used
Adidas
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Method 14:Come & Play
• Remind viewers of games they played when they
were kids
• Involve viewers in a game
Use A Sticker to Find the Right Camping
Spot…
Method 15:Tell Stories
Give normality an unexpected twist that
involves the product
Method 16: Be Absurd,
Surreal, Bizarre
Lock the door and create a situation where each of
you is free to reveal the absurd, surreal or bizarre
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Method 17:Take it literally
• Everyday familiar phrases, metaphors, slang
expressions or combinations of words can, if we stop
to look at them contain buried jokes, absurd images
or paradoxical situations
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Method 18: Take a Look
Inside
• See the inner life of objects or services
to underline its benefits
Jobfinders:
Method 19:Show the Effects
• How can you make the product’s effects
visible?
Jeep
Method 19:Change The
Product
• How can the shape be changed or adapted to
communicate the SMM/Benefit/Insight on a
metaphorical level?
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Method 20: Alternative Uses
• Where could the product be used
outside of its original context?
Method 21:Double Meanings
• Visual and verbal double meanings
• Visual ambiguity based on optical illusions attract
attention
• Verbal ambiguity leads the reader along a path that
ends in an alternative suggestion
Method 22:Words
• Wordplay, popular sayings, quotations,
rhymes, proverbs or maxims can trigger new
ideas
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“Children wanted for scientific
experiments”

Can you guess the client?


Method 23:Demonstation
• Use non-demonstration media to
demonstrate
Adidas
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Method 24: Metaphor &
Analogy
• Metaphors communicate meaning in a subtle and
elegant way
• The best way to understand the significance of
something new is to compare it with something we
already know
• Search for similarities and transfer meanings
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Double Studded Levis