Advertising is like washing a pig: messy, unpredictable, and often frustrating—but with persistence and creativity, you can make it work.
1. A Strong Portfolio is Your Ticket to the Industry
Breaking into advertising requires more than passion—it demands a standout portfolio. Your portfolio, or "book," is your calling card and the first impression you make on agencies. It should showcase your ability to generate unique ideas, not just polished ads.
Agencies value creativity over execution. A rough sketch of a brilliant concept can outshine a perfectly designed but uninspired ad. For instance, the iconic Nike ad featuring Michael Jordan and Isaac Newton ("Michael Jordan: 1. Isaac Newton: 0") is memorable because of its clever idea, not its production quality. To build your portfolio, start with products you love, then challenge yourself with unfamiliar ones to show versatility.
Studying award-winning ads can also help you understand what works. Analyze why they succeeded and apply those lessons to your own work. For example, if you're a man, try creating ads for bridal magazines, or if you're a woman, tackle campaigns for men's grooming products. This demonstrates your ability to think outside your comfort zone.
Examples
- The Nike "Michael Jordan: 1. Isaac Newton: 0" ad highlights the power of a simple, clever idea.
- A student portfolio featuring hypothetical campaigns for diverse products can impress agencies.
- Analyzing award-winning ads like Volkswagen's "Think Small" can inspire fresh approaches.
2. Creativity is Hard Work, Not Magic
The creative process in advertising is chaotic and unpredictable, much like "washing a pig." It requires persistence, adaptability, and a willingness to embrace failure.
Each client brings unique challenges, from financial products to pet food, and the process of generating ideas can feel overwhelming. You might start with research, brainstorm endlessly, and still feel stuck. But this chaos is part of the journey. The key is to keep going, even when it feels futile.
The "washing a pig" metaphor captures this perfectly. You might think you've nailed the idea, only for the client to change the brief. Instead of getting discouraged, view these setbacks as opportunities to refine your work. The more you embrace the messiness, the better you'll become at navigating it.
Examples
- A dog food ad might require understanding the difference between "kibble" and "bit."
- A financial ad could involve learning about complex products like annuities.
- The "washing a pig" metaphor illustrates the unpredictable nature of creative work.
3. Overcoming Creative Blocks
Creative blocks are inevitable, but there are ways to push through them. The first step is to start writing, even if it feels forced. Begin with "This is an ad about..." and let your thoughts flow. Often, the act of writing sparks new ideas.
Another strategy is to put yourself in the customer's shoes. Think about how they feel when using the product. Emotional appeals are often more effective than logical ones. For example, a Hollister ad might focus on making teens feel confident and cool, rather than listing product features.
If you're still stuck, immerse yourself in the product's world. When working on a parenting magazine ad, the author read books about parenthood and looked at family photos to capture the right mood. Collaborating with a partner can also help. Share even your bad ideas—they might spark something great when combined with your partner's input.
Examples
- Writing "This is an ad about..." can help overcome writer's block.
- A Hollister ad might focus on the feeling of confidence rather than product details.
- Reading about parenthood inspired the tagline "Life is short, childhood is shorter."
4. Simplicity and Honesty Win
Great ads are built on simple, honest messages. In a world full of distractions, your audience doesn't have time to decode complex ideas. Instead, focus on one clear adjective or concept that defines the brand.
Volvo, for example, is synonymous with "safety," even though it's not the safest car on the market. This perception was created through consistent, focused advertising. Similarly, Volkswagen turned a perceived weakness—the small size of the Beetle—into a strength with the line "It makes your house look bigger."
Honesty can also mean presenting old truths in new ways. Hair dye ads often focus on looking younger, but reframing it as a confidence booster can make the message more relatable and fresh.
Examples
- Volvo's "safety" branding shows the power of a single, clear message.
- Volkswagen's "It makes your house look bigger" ad turned a weakness into a strength.
- Reframing hair dye as a confidence booster offers a fresh perspective.
5. Actions Speak Louder Than Words
Modern consumers are skeptical of empty promises. Ads must be backed by real actions to build trust. Coca-Cola's "Give it Back" campaign, for instance, used recyclable materials in stores to demonstrate their commitment to sustainability.
Brands can also go further by creating experiences that bring joy or solve problems. Nokia's navigation campaign in London used giant arrow-shaped screens to point people to their favorite places, blending technology with fun.
This approach, known as brand generosity, shows that a company cares about more than just selling products. By aligning actions with messages, brands can create deeper connections with their audience.
Examples
- Coca-Cola's "Give it Back" campaign used recyclable materials to prove their commitment to sustainability.
- Nokia's navigation campaign in London created a memorable, interactive experience.
- Actions that align with ads build trust and loyalty among consumers.
6. TV Ads: Surprise and Substance
TV ads must grab attention quickly and leave a lasting impression. The first two seconds should show something unexpected, while the last five seconds should deliver a thought-provoking resolution.
The Suffex Safer Roads Partnership ad is a great example. It starts with a man pretending to drive an imaginary car, creating curiosity. The ad ends with a powerful message about seat belt safety, making it memorable and impactful.
Balancing surprise and substance ensures that viewers stay engaged and remember the ad. Without both elements, the ad risks being forgettable or losing its impact after one viewing.
Examples
- The Suffex ad used an unusual opening and a strong closing message.
- A surprising image can create a "curiosity gap" that keeps viewers watching.
- A thought-provoking resolution ensures the ad leaves a lasting impression.
7. Radio Ads: Keep it Real
Radio ads rely on natural, sincere dialogue to connect with listeners. Background sounds can set the scene, but the real magic lies in authentic conversations.
For example, a First Tennessee Bank ad featured an older man sharing his joy about buying a house. His genuine tone made the ad relatable and trustworthy. Avoid overly scripted lines that sound fake. Instead, encourage narrators to ad lib and speak naturally.
Silence can also be a powerful tool. Pauses and intonation add depth to the message, making it more engaging and memorable.
Examples
- A First Tennessee Bank ad used a sincere voice to build trust.
- Background sounds like clinking dishes can set the scene in a restaurant ad.
- Silence and natural dialogue make radio ads more engaging.
8. Emotional Appeals Drive Connection
People buy based on feelings, not logic. Ads that tap into emotions are more likely to resonate with audiences. For example, a family-focused ad might highlight the joy of shared moments rather than listing product features.
To create emotional ads, think about the feelings you want to evoke. Use storytelling, visuals, and music to bring those emotions to life. A powerful tagline, like "Life is short, childhood is shorter," can also capture the essence of the message.
Examples
- Emotional ads create stronger connections than logical ones.
- A family-focused ad might highlight shared moments instead of product features.
- Taglines like "Life is short, childhood is shorter" evoke powerful feelings.
9. Collaboration Fuels Creativity
Working with a partner can lead to better ideas. Start by brainstorming separately to preserve unique perspectives, then come together to combine your ideas. Even bad ideas can spark something great when shared.
Collaboration also helps when you're stuck. Your partner might see potential in an idea you dismissed, or their feedback could inspire a new direction. The key is to stay open and supportive.
Examples
- Brainstorming separately preserves unique perspectives.
- Sharing bad ideas can lead to unexpected breakthroughs.
- Feedback from a partner can inspire new directions.
Takeaways
- Build a portfolio that showcases your creativity and versatility, even with hypothetical campaigns.
- Embrace the chaos of the creative process and view setbacks as opportunities to refine your ideas.
- Focus on simple, honest messages that connect emotionally with your audience.