The idea is not to define a great ad but to see which amongst these two types is actually the greater ad:
Brilliant creative idea, makes you gasp with the power of the idea, impinges on your brain and stays with you. Eg. Budweiser frogs going ‘Bud’ ‘Wei’ ‘Ser’ ; Bravia ‘Coloured Balls’.
Brilliant connect with the target audience, good long term brand idea, nothing that makes you gasp but seems to find a permanent place in our brain. Eg. The Marlboro Man, Energiser Bunny.
Before you start screaming “Type 2… Type 2…”, please consider that a Marlboro Man or the Energiser Bunny was built over years and years and years with scores of ads, whereas the Type1 ad created huge awareness and a massive user interest and brand recall with just one burst.
So, which one is greater. I can’t decide but one thing is for sure, “Advertising is persuasion, and persuasion is not a science, it is an art”, as spoken by William Bernbach. I am a great disbeliever of consumer research where a group of people are forced to say something about ads so that they can enjoy the FREE food afterwards, and all other things that fall into that bracket.
However, I still can’t decide which type of ads are the better and greater ads. Can you?