There is a range of different creative techniques which can help brands create a unique and memorable message. For this post, we will focus on one - dramatising the problem.
Everything that is sold is a solution to someone’s problem, the technique here is to focus on the problem you are solving. Make a big deal of it, blow it up and turn it into an interesting story - then right at the end, show how your product solves that problem.
Below are a range of different examples to how this can work.
As you can tell by the definition of the video, good ideas are timeless. This perfectly sets up the problem for 90% of the ad then hilariously makes sense of it.
This is instantly an insight that resonates with me. I usually end up buying one with out even reading what the ‘back up’ flavours are. This successfully turns what could have been a negative (less choice) and makes it a positive.
On a different note this more heart-felt example cleverly illustrates the solution by the absence of it in the story. If I write any more it will be a spoiler. Give it a watch.
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