Ad Nauseam: Radiohead - Clubbing 98fm’s Metaphorical Seal
Good advertising is always ‘insight driven’. It has a point to make about a product or service. Or it relates back to the real life of the intended consumer in some way. Now this doesn’t mean that every time a new ad is made for the same product the insight behind the ad must be different. In fact many of the best advertising campaigns have mined the same insight over decades and done quite well out of it. Take Cadbury’s Crunchie for instance. Now, I’m not privy to inside information on this particular brand but I’ll hazard a guess the insight driving Crunchie advertising is that for lots of people having a bar of chocolate is a like a small moment of celebration in their day. Cadbury cleverly associated themselves with a time of the week which was a compelling example of celebration for most people - Friday. Thus the … There’s more