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Unmasking originality in advertising? Not so hypothetical.

'Unmasking to seek the original' might 'sound' absurd but it doesn't 'work' to be that absurd.
How is the originality defined?
Does originality compel difference? Should the ads not be repeated to be called original?
No idea could be an independently evolved one with no ties to existing. The very base of the emergence of any idea is the pre-formed mindset framed by exposure to various existing ones. This would settle as an inspiration of the existing ideas to help in understanding of the current scenario in the society. We see, we register, we analyze and then we respond to things in the form of marketing. A product of these, the idea, is by any means 99.6% 'independent' where the credit of the dependent 0.4% go for the 4 points mentioned.
Nevertheless the idea is original. The originality not at an entirety but with the degree of independency of the idea.
The actual 'originality' depends on the transparency of the advertisement- On how true the content is. When the marketing takes its turn from the 'commercial coating' to the actual essence of the brands, any marketing effort would sound natural and not-so-desperate.


An ad that effectively conveys its message eliminating any false appeal.

Using the essence quality of a brand and bring it into light by accentuating it is the most natural and successful way of marketing.
In a world covering the reality with desirable things, a true reflection through marketing is something that is capable of turning heads. Because, by nature, an idea from the right side of the brain is distinguished and of its own unique quality.
  


Left: Ad showcases its use. Without any content, it connects with its presence.
Right: The ad lives in the place and lets the user feel the personalization power.

An advertisement that connects with the user and establishes a dialogue is the one that wins. Such engaging ones take the indirect route to reach the user's mind and stay. They become memorable ads that could be associated in the future campaigns to bring a chain dialogue with the user.
Psychologically a user has high association with the dialogue that are relatable and realistic. Contrasting the conventional advertising that masked the truth such as ones of flawless skin etc. , modern advertisements have embraced the 'natural state' of the human being, to exhibit more realism- The one that is comprehended globally.


Though bitter, the ad conveys its message in the truest sense.



The signboard imitates the obscuring vision of a drunken person and effectively communicates its message.

This has seen a positive impact over the society, leaving the people 'open to the truth'. This truth that has shedded its surface penetrates the human surface and finds its place in the memory.
Memory is the most unintended form of marketing.

Want to explore more in this path? Check out a  similar blog written by Pat Langton, creative director of Magnum Opus Partners, Melbourne
https://campaignbrief.com/the-obsession-with-original-id/


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