Stuck in My Head

6608547When I was younger, “great creative” meant a toy commercial with a catchy jingle that was easily memorized. If I happened to be in Toys”R“Us with my mom, I should be able to strategically bust out the jingle while running up and down the aisles. As you can imagine, Mom was unamused by this behavior and was rarely compelled to buy toys I sang about.

While my mother wasn’t heavily influenced by these commercials, I was. I took the ads with me to daycare, and later to school. My classmates and I would hum the chipper tune during nap-time, or screech the whimsical words as we somersaulted through woodchips in gym class.

As I got older I realized that while I initially gravitated towards these ads because of the memorable jingle and the headspinning graphics, another exchange was occurring. It went beyond connecting a product to a consumer. These ads became a part of my lived experience and they helped facilitated human connections – emotionally, physically, mentally, and on occasion, spiritually.

These ads have stayed with me as I have grown up (if asked, I can still sing quite a few) and are a fundamental reason as to why I decided to work in an agency. I’m starting to begin to understand the complexities of creating great creative. The extreme challenges present when staying true to a powerful concept that aligns with the client’s needs and brand goals but isn’t easily forgettable. Most importantly, great creative doesn’t only pertain to children’s toys or consumer goods.

I still believe great creative makes you feel. It takes a snapshot of shared human experiences, of being flawed, of overcoming, of loving, of suffering. Overall great creative should be brave, and it should make you think. It should transcend the relationship between product and consumer, and connect with the audience on a human level. Below are links to recent creative that I believe has accomplished that.

Mogs

Agency/Producer: Abbott Mead Vickers BBDO

Campaign:Mog’s Christmas calamity

 

Exposed

Agency/Producer: Langland

Campaign:Exposed

Maggie

Agency/Producer: Tinker Taylor

Campaign:#itswhatwedo – Maggie

Reader

Agency/Producer: Velocity Films

Campaign:The Reader

One life 2

Agency/Producer: Bleu Blan Crouge

Campaign:One Life

Reunion

Agency/Producer: Ogilvy & Mather India

Campaign:Reunion

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