We regularly talk about creativity, but what is creativity? How can we identify that something is creative, especially when we talk about commercials that have left a mark? Keep reading and know the best advertisements in history...
Creativity is the faculty that someone has to create and their creative capacity. It consists of finding procedures or elements to develop tasks in a different way than the traditional one to satisfy a certain purpose.
Using creativity in Marketing, allows messages to reach people differently, notice it, and respond positively to them. The way to interpret this modality is different in each opportunity that arises since the way to generate creative content is sometimes to develop lateral thinking based on experiences, traditions, or concepts that a certain part of society or culture recognizes and has a sense of belonging.
At Drew, we know that we often seek to reach people's feelings and provoke "something" using creativity, for example: laughter, nostalgia, sadness, conscience, etc., in this way the product will go down in the public's memory with a more personal approach.
We took on the task of compiling the most creative commercials at a national and international level, take a look at them:
ZAZOO CONDOMS – 2007 (USA)
The commercial aims to buy Zazoo brand condoms, to avoid situations like the one in the video: having an unplanned child and being a parent who does not yet have the maturity to control or negotiate with the child and reach an agreement that prevents the child from misbehaving.
2. PEPSI – JOY OF PEPSI
A very good example of what NOT to do.
Surely you have already seen this commercial, and in case you did not know, it is prohibited!, and it is considered unfair content, as well as a (very good) low blow.
This type of advertisement regularly causes negative sensations in the consumer and is typified as an administrative infraction for fraud, therefore there may be a sanction.
3. SPOT ANTI TABACO – 2002 (FRANCE)
Without understanding much is how this commercial begins. A table of negotiators is talking about how to get rid of toxic content until one of them comes up with the idea of making society "swallow" it. Impossible to believe, right? Well, look every time you smoke. A direct shot to the conscience, excellent.
4. COFLER – 2010 (ARG)
The campaign is based on one of Cofler's main attributes, which is variety, and on the identification that is its communication axis from “tribes”.
5. MAMÁ LUCHETTI – 2011-2015 (ARG)
The Mama Lucchetti campaign, which the Madre agency has been developing for Molinos, has become one of the most outstanding and well-remembered campaigns in Argentine advertising in recent years. A combination of stories full of family affection, acid humor, and fun made the particular dolls and their daily situations characters well remembered by Argentine consumers.
6. ALIKAL – CAMA SAMBA 2015 (ARG)
To whom did it not happen? This type of resource attracts the attention of users since they feel identified, they do not feel alone and search for information.
Interpreting situations, and describing situations is the key for that user to feel curiosity and a sense of belonging.
7. PERSONAL – DÍA DE LA MADRE 2006 (ARG)
Once again on Mother's Day, feelings abound, and it is not for more, with our mom we learned about true love, we learned to give love and receive it. In this commercial a boy gets jealous because his mother shows some affection to some plants, so he decides to leave the house, gets his things ready, goes down to the living room, and tells his mother, "I'm leaving" opens the door look to the street and realizes that there is a world that he does not know, because he was never there alone, so he turns and tells his mother "You take me".
This last part is the ending, it is the funniest and most tender part at the same time; It conveys to us that no matter what decisions you make, you will always need your mom. The same concept is presented for the Personal company, wherever you go, you need Personal.
8. TULIPÁN – GERIÁTRICO 2008 (ARG)
In another condom commercial, perhaps it is the right thing to use these situations, irony, and black humor to call the user's attention and achieve some awareness.
Father and son, entering a nursing home, the father is very scared and misunderstood, he does not like the situation at all; the son, on the other hand, is a young man very comfortable enjoying his freedom, believing that his father should be grateful for the place where he is being left, but he is thinking of something else...
In conclusion, creativity can be exercised in many ways, with different purposes and objectives. The important thing when using this resource is to ensure that the message is understood, not so far-fetched, and without unfairly offending those who compete in the marketing industry.