Try dramatising the problem

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.

Alka Seltzer - Lifeboat

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.

Aldi - Tomato and Sauce

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.

St Johns Ambulance - Save the boy

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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