CHAPTER 24 Advertising Creative

The best advertising creative captures audiences’ imaginations. It tells a story, produces emotion, and fulfills deep-seated needs. Humans love to laugh, feel smart, affirm their lives, and be part of a community. Good advertising does all that. So, despite knowing they’re being sold to, audiences love great ads. A huge part of Super Bowl viewing is attributable to the promise of seeing some of the most creative or heartwarming ads of the year. The warm and fuzzies from the Budweiser Clydesdales have made beer family-friendly. The Regular Guy persona of Doritos’ fan-created ads celebrates audiences’ role in that shared experience, hence, the brand.

Stand-out advertising strikes big emotional cords, fulfills needs, ...

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