Brand advertising creative template!

I have always loved watching commercials. After all, I’m in marketing. In addition to finding out the advantages of a brand through comparison, if I can materialize the concept into a brand slogan, or write some interesting TVC ideas... it’s really a great sense of accomplishment.

After reading more cases and with the guidance of great writers, it becomes natural to grasp some common logic.

As the saying goes, deep affection cannot be retained, but routines can always win people's hearts. So sometimes mastering some small skills and routines can really be effective in daily work. For example, maybe you happen to be writing an advertising film idea.

The following routine summary will be divided into two stages.

The first is a purely technical discussion. A few examples can easily help you see several common creative forms.

The second one is a little more advanced . I would like to explore "empathy" to find a more effective thinking process , so as to quickly obtain more creative expressions.

OK, let’s take a look at it directly.

In recent years, many advertisements have used the following forms.

The first category should be the perspective of special groups of people.

Ogilvy said that the appearance of children and pets in advertisements are beautiful things.

Therefore, some opinions, when spoken by children, often make us feel refreshing and even thought-provoking.

"Car designers often seem to treat cities as racetracks. And excessive speed is often the root cause of tragedy. So what if bicycle designers change their design intentions? Will it bring about completely new results?"

When the whole issue is told from a little girl's perspective. This is the new perspective brought by Volvo's commercial.

It tells the story of how Volvo has always believed that safety is the foundation of car manufacturing over the years.

For example, SK-II once launched a campaign called "Regain your dreams, rewrite your destiny", which also used children's mouths to ask adults whether they have forgotten their original dreams.

So you see, “special users” is a little trick of advertising creativity known to many advertising creatives.

Through the perspective of children or pets, we can reflect on things that we used to take for granted or ignore.

Was the original purpose of the car to be used as a racing car? Isn't it supposed to take us to our destination safely?

As we grow up, have our original dreams changed from being a scientist to having a million-dollar annual salary, a luxury car and savings?

The second common routine may be real-person interviews.

From "The Story of a Broken Heart" to "Strawberry 100%, and later to "Where Are We Going, Dad?" and "I Am a Singer", this interview format has gradually become familiar to many people. So there was the "SK-II girl finally went to the blind date corner" and so on that became known to everyone later.

In this routine, many advertisements like to change the story background into a so-called real market research scene, which increases the sense of reality and gets closer to consumers.

In the test, the subjects were given an environment that described family affection and love.

For example, the Dove brand likes to use interviews to show the beauty in life that people often overlook.

For example, the film "Beauty That Touches the Soul" interviewed a group of men from various countries.

When the men were first shown pictures of beautiful women, they found that the heart rate monitors did not show any particularly large fluctuations. However, when they were shown pictures of their lovers, family members and children, the men's heart rate tests showed obvious fluctuations.

The following Dove film may be more familiar to us.

Dove invited a group of ladies to participate in the investigation, and first asked the ladies to describe their appearance to a former FBI painter.

The FBI painters would not even look at these people, they would just listen to what the people describing said.

The game continues with the second person coming in having to first describe the previous person's appearance to the painter, and then describe his or her own. After all the tests were completed, the participants were surprised to find that in the paintings they described and in the paintings others described of themselves, they were clearly beautiful in the eyes of others.

Dove wants to tell everyone indirectly that you are more attractive than you think.

The third category is viral video, which has been highly praised in recent years.

Help your content gain more traction by using humor or surprising means.

Although this type of routine cannot be said to be effective immediately, it can be used.

But it is true that many advertisers tend to be too serious in their daily communication work, ignoring the fact that interesting content is more likely to achieve better communication effects.

In recent years, magical advertisements have gradually been liked by many people, and some advertisements are really full of brainwashing feeling.

For example, the recent magical song "Ai Huishou" has successfully made our company a rap stage.

For example, this Thai advertisement is also very creative.

You're really trying hard to bring up the difference in thinking between men and women when selling non-fried potato chips and biscuits.

In the above part, we used three cases to describe

Three common routines: children’s perspective, interview format, and viral videos .

Next, let’s talk about how to quickly fill in the content we want to express by using these three forms.

We all know that ads are often more memorable if they resonate with consumers.

Therefore, many advertisements try hard to find emotional details and scenes in life as content, hoping to use this as a starting point and impress consumers through the "empathy" technique. Of course, the points that each brand wants to tell are slightly different. It’s more about looking at the usage scenarios of the products behind each advertisement and the ultimate intention it wants to express.

If we connect these emotional details with one person, we will see it more clearly.

For example, from a boy’s perspective, when they were young, boys were mostly naughty, while girls were their parents’ little cotton-padded jackets.

In middle school, we started to rebel. Busy playing with classmates, arguing with teachers, busy cheating on exams, busy having a crush on the girl next door.

Speaking of this, I will remember a small plot in the recent movie "Cafe No. 6" which instantly made the male and female protagonists appear particularly vivid.

As shown in the picture, there is a small detail that the male protagonist Xiaolu said let’s make a pinky promise, and the female protagonist first said no but suddenly turned back.

Often, what touches people in stories or advertisements are these small plots.

After entering college, I had no worries in my first and second years and just relaxed.

When I reached my junior and senior years, I suddenly started to mature and began to make plans for after graduation. This stage is often full of confusion, helplessness, and expectations.

In the first year after graduation, the fickleness of the world began to gradually become apparent.

The keyword at this stage should be selection . Should I continue my studies or face the challenges of the workplace with my head held high?

Two or three years after graduation, I gradually advanced from a rookie in the workplace to the head manager of a department.

We are busy working overtime, busy falling in love, busy saving money, and our quality of life begins to improve.

After the age of thirty, I can already stand on my own in the workplace.

But because I have elderly parents and young children to take care of, the pressure is doubled, so I am even busier with work, and I always feel psychologically indebted to my family.

So we will find that the overtime hours Chinese men work in the workplace are far greater than the time they spend with their families at home.

Correspondingly, most advertisements also display it very clearly.

Chinese men don’t have time to chat with their fathers, so the advertisements say, go have a drink or tea with your dad, talk about novels, listen to your dad’s stories, and talk about work.

For example, this micro-film starring Jin Shijie:

My grandfather has Alzheimer's disease and always treats his grandson as his own son.

"Even if he forgets who you are, he hasn't forgotten to love you."

People are very resistant to their mother's nagging, so the advertisement says, go and see if your mother knows how to use a mobile phone, whether she still has a lot of work to do and whether she should buy some electrical appliances. While feeling guilty towards his wife and children, he is also obviously evasive (this is why many people cheat in middle age~), so the advertisement says that kitchen appliances and jewelry and beauty products are all gifts worth considering.

After reading about the men, if you’d like, you can go through the girls’ psychological process and write it in the comments for comparison.

In order to explore specific advertising copy and creativity, we turn our attention back to the interaction between specific products and people in daily life. It depends on whether to analyze it from the perspective of people's lives or to explore it from the perspective of product users.

How do you understand it?

Advertisers who approach the issue from a human perspective usually do so because their products and services can reach every household and every aspect of life.

In other words, the consumer group of the product should be relatively broad.

For example, platforms like Tmall, and food products with a wide audience.

Therefore, Tmall can directly use the story of a mother and daughter waiting for Double Eleven to express the relationship between mother and daughter in the advertisement of the Double Eleven Gala.

When exploring creative forms of advertising from the perspective of product usage, we can also consider normal users and special users.

It can be understood this way, for example, for beauty products, normal and ordinary users should be buyers, and most advertisements are from this perspective, that is, women of appropriate age. Special users can be other people in the family, such as a beauty-loving mother, a conceited child, and a pet who is a bit immature. Obviously, the laughter effect produced by special users may be more prominent.

For another example, sweeping robots (or dishwashers) are mostly bought by men. The normal thinking is that men think it can reduce the workload of women at home, and the normal users may be adults.

Special users may be children who want to express their love by doing work, or pets who particularly like to ride on the sweeping robot and patrol the streets.

Special users can often produce some interesting plots.

So when we are thinking about advertising for this kind of product,

You can follow the following order to make basic ideas.

1. First look at the product to determine whether the user range is wide.
2. After determining the target audience, let’s look at the specific usage scenarios. Let’s sort out the normal users and special users (children, animals, aliens, and ancient people).
3. Place specific groups of people in different genders and stages of life. Are the protagonists a pair of men or a pair of women? What is the relationship between them? How old are you? What is the emotional interaction between the two protagonists like? Is it healthy or unhealthy? If it is unhealthy, are there any guidance and suggestions?
4. Set up questions and twists, look for drama and creativity - what would happen if ancient people encountered this product?
5. Find touching little plots in the story , as shown below

(Well, actually I prefer Cherry Ngan’s canine teeth~)

The above is all the content pushed today.

It consists of two parts:

The first part is three commonly used TVC formats:

Special perspectives, real-life interviews, viral videos;

The second part provides a small template for conceiving TVC ideas:

Crowd - scene - characters - turning point - subplot.

I hope this can give you some thoughts and help.

Author: Wang Weichen (Xia Fox)

Source: Wang Weichen (Xia Fox)