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Advertising Creativity Done Right
So now that we’ve showed you creativity done wrong in advertising, here’s a great example of effective, relevant creativity from Allstate Insurance:
Again, relevance is the critical factor. Insurance protects you from unexpected, calamitous events, so the personification of “Mayhem” is both catchy and relevant.
The ad could be improved with an element of credibility.
For example, “Mayhem” makes the general claim that “you could save money and be better protected like me.” A more credible statement would be something like “85% of Allstate buyers save at least 13% on their car insurance.”
The current ad appeals to the right brain, but substantiating the claim with concrete details ensures that the left brain will also be persuaded.
But overall, a great example of the right way to use creativity in advertising.
*If you’re reading this in an RSS reader or email, you may need to click the title of the post to view the video on our blog.
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Stephen Palmer is a marketing consultant and persuasive writer with KGaps Consulting, a co-founder of The Center for Social Leadership, and the New York Times best-selling co-author of Killing Sacred Cows: Overcoming the Financial Myths that are Destroying Your Prosperity.
He is a liberal-arts graduate of George Wythe University and a graduate of the “non-traditional business school” Wizard Academy.
Stephen resides in Round Rock, Texas with his gorgeous wife Karina, awesome son Alex, and princess daughters Libby, Avery, and Laela. Stephen and Karina blog about their magical life on Palmer Journeys.
Connect With Stephen:
Email: spalmer [at] kgaps [dot] com
« Creativity Without Relevance May Entertain, But it Doesn’t Persuade | Home | A Great Example of Persuasive Creativity from Western & Southern Financial Group »
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