Great adverts are well paced.
They draw you in.
They contain exactly the right thing at exactly the right second.
So you stay engaged.
And watch to the end.
One Message.
Great ads are also aware that every single thing in the ad revolves around just one message.
One simple thing.
One simple, memorable thing.
Brand.
And great ads focus on an ownable thing.
Something that is about that brand’s offering.
Something they alone want to be famous for.
Not the entire category’s offering.
So they stand out.
Not blend in.
Emotion.
Great ads are emotional too.
They are funny.
Or sad.
Or hard hitting.
Or, if they are really good, they are more than one of these things.
In under 30, 60 or 90 seconds.
Quality.
Great ads are also beautifully produced.
The simple things are just right.
They are clear about what they are portraying.
They are smart enough to put clarity before creativity.
Perfect.
Here’s a perfect example.
From 2010.
(Go to https://www.50odd.co.uk/adverts/).
(You’ll smile.
And you’ll remember the brand.
And you’ll remember the one thing the brand owner wants you to remember about the brand, too.
Perfect!)
