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Creativity Without Relevance May Entertain, But it Doesn’t Persuade
As a follow-up to our last newsletter on creativity in advertising, here’s yet another example of creativity gone horribly wrong.
*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.
The missing element to all the examples we’ve shared is relevance.
What does a kung fu spider have to do with why people would choose Mentos? Absolutely nothing. It’s kind of funny, but it does nothing to persuade people to buy more Mentos.
The relevance of Mentos is fresh breath. There are infinite ways to be creative with Mentos ads, but the creativity must revolve around the relevance of the product as defined by users.
For example: A man greets a woman on a first date, opens his mouth to say “Hi,” and she melts into puddle.
In advertising, creativity must follow relevance. Otherwise, you’ll get laughs but not much else.
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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
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