My last post discussed simplicity. Why do so many ads try to fluff up the product or service to the point where you don’t even know what is being sold? It’s a Q-tip, not a journey to the unknown land of clouds. It’s a bobby pin, not an expression of one’s inner most fears and deepest secrets. If the product is simple, why not keep it that way? Funny I should run into this on AdFreak just a few days later.
In Writing Design Concepts, we discussed the challenge of taking a brand that has a strong history and trying to “revamp” it. I think W+K is doing it right with their recent Ivory campaign. They aren’t trying making soap into something it’s not. Creative director Karl Lieberman says “The inspiration for this campaign came from the observation of how, over the years, in an effort to make life simpler, we have somehow made life more complicated.” I think this concept is especially important to remember when dealing with a client that has been around forever. If a campaign changes the product too much, why would that make people want to buy it? Consumers purchase these products for a reason and they have been purchasing Ivory soap for over one hundred years. Again, simplicity is key.