Postmates & ubereats tv commercials comparison

COM 5401 Advertising Production and

Management Creative method

Semester A 2018

Fei Shen, City University of Hong Kong

What we have covered

• Advertising theory

• Branding

• Creative paradigms

Today

• Rules of brainstorming

• Generic processes: how to brew ideas

• Method: Context Creation Strategy for advertising creative (from Dentsu)

• Practice and sharing

Group work: Rules of brainstorming

• Withhold your judgment of ideas, no idea is stupid

• Encourage wild and exaggerated ideas

• Quantity counts at this stage, not quality

• Build on the ideas put forward by others, encourage cross- fertilization

• Every person and every idea has equal worth

• Do individual brainstorming before and after group discussions

Getting Creative Input

Ask everyone

involved for

information!

Listen to what

people are talking

about!

Use the product

to become

familiar with it!

Read anything

related to the

product or

market! When get stuck,

think about

“theories”.

How we organize knowledge?

• Associative Memory Network: No concept exists in vacuum.

• The more concepts attached to one single node, the more memorable that single node is going to be.

To reverse-engineer some ads: How to build associations?

Context Creative Strategy

• Context branding – a method of thinking and practicing advertising creativity. • Based on logic connections and meaning extension (e.g., A is similar to B, A is

the antecedent of B, A leads to B, etc.).

• To connect brand identity with core elements (visual, audio etc.) in campaigns.

• To visualize ideas and concepts.

“为使能够使成为沟通上的文脉的品牌知识可视化,就需要确定品牌知识的拥有者,将这种知识以明晰的语言 表达出来。文脉品牌构筑需要以语言化的概念作为联想的网络节点使之相联接。这样来形容语言化概念的作 用可能被认为有夸张的嫌疑,实际上就是将联想的关键词串联在一起。”

Why Context Branding?

Product

Feature

Benefits

Value

concepts

element s

concepts

element s

connections

element s

Campaign

Methodology – How?

Exercise 1 – meaning extension

Tofu

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Exercise 2 – meaning extension

Juicy/Good Smell

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Exercise 3 – Multi-layered

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Dizzy

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1. Central concept(s) to be placed at the center of your

canvass.

2. Expand your thoughts and ideas.

3. Highlight and Visualize key breakthroughs.

4. Organize your keywords.

5. Connect selected elements and develop them

into a creative idea.

Practicing time

• A creative TVC for the following products (pick one) • Chocolate bar

• Banking/Postal service

• Treadmill/exercise machine

• Gas station/Fuel company

• Chinese tea

• Perfume

• Steps: • 1. Setting up a core concept • 2. Contextual branding method – concept map • 3. Formulating a story • 4. Share and discuss