Creating innovative TV commercials is more effective when using patterns embedded in other innovative commercials. Professor Jacob Goldenberg and his colleagues discovered that 89% of 200 award winning ads fall into a few simple, well-defined design structures. Their latest book, "Cracking the Ad Code," defines eight of these structures and provides a step-by-step approach to use them.
Here are the eight tools:
Commercials that show the benefits of using the product are likely to be ignored because consumers expect it. The message becomes cliche. If the advertiser shows how the consumer is transformed by using the product, consumers become skeptical. Telling viewers they will become young and adventurous by drinking a soft drink lacks credibility. It is wishful thinking, but unrealistic. The ad is tossed aside.
But show these same product benefits in an extreme, unrealistic way and the advertisement is likely to be more memorable. The message sinks in. That is the goal of the Extreme Consequence Tool. This tool creates ads that show the absurd result of using the product. Over exaggeration of the promise is viewed as clever and credible versus traditional exaggeration.