According to J. Walter Thompson, there is a specific method to evaluate and recognise an idea. One is through ‘vivid demonstration’ – what the brand does. For example, a washing powder washing whiter or a car stopping faster. The superiority or uniqueness of a brand’s performance is the most basic and effective form of idea.
However, when a brand has nothing distinctive about it, the writer needs a metaphor.
Vivid Metaphor or Simile – “My love is like a red red rose” is a simile. “The dark curtain of night” is a metaphor. Commonplace things like the night and love become exceptional. Metaphors and similes can create uniqueness or perceived superiority. But copywriters must keep in mind that whether it is a demonstration or metaphor, the idea must come from an aspect of the brand itself.
In the Salem Menthol cigarette ads, the snow-capped mountains and pine-covered slopes are a metaphor for the fresh flavour of Salem menthol cigarettes.
So What Is An Idea?
There are many definitions, but in a nutshell, an idea is a new combination of old elements.
An idea attempts to change the way the consumer acts or perceives things. It brings about change.
An idea rests upon the ability to see relationships. To some minds each fact is a separate bit of knowledge. To the creative mind, facts are a link in a chain of knowledge.
The softness of a puppy dog (as in the Ogilvy & Mather TV commercials for a certain tissue paper) relates to the softness of a toilet tissue. The innocent looking blonde in the ads for Timotei shampoo relates to the pure ingredients of the shampoo. This habitual search for relationships becomes the most important factor in the production of ideas.
Direct Response – the Perfect Platform For the Fertile Imagination
David Ogilvy’s considered Direct Response his ‘first love’ and ‘secret weapon.’ According to him, “Every copywriter should start his career by spending two years in direct response. One glance at any campaign tells me whether its author has ever had that experience.”
Direct Response writing enables copywriters to exercise their fertile imaginations. It calls for a plethora of ideas. That's because unlike general advertising, there are so many more elements to play with: the envelope, the letter, the response device, sometimes even a brochure and inserts.
The Big Idea For 'Asian Paints'
For the well-known paint company, 'Asian Paints',a blank canvas completely framed with the target’s name on it was sent to architects and interior designers. They were invited to create their own masterpieces of colour. Asian Paints would create the same shade and name it after them. The mailing drew considerable response and won a gold medal in the ad club awards in Bangalore.
The Big Idea That Won The David Ogilvy Award
In 1991, the David Ogilvy Award For Excellence was awarded to a mailer announcing the launch of Sheraton Towers in Bangalore. It was a very imaginative concept, drawing on the analogy of photography (timing,precision,focus) in order to depict in an interesting manner the benefits of staying at this hotel.
The cream on the cake was a series of the famous Raghu Rai’s photographs in the brochure. Photographs after all, require timing, precision, and focus. This famous photographer’s images were a fitting way to advertise the benefits of staying in this hotel. This is why brands love celebrities.
The brochure introduction reads:
Headline: "Sheraton Towers perfects the moment of truth"
The body copy defines the creative idea:
"Sheraton Towers and Raghu Rai are two masters who understand the importance of anticipation and timing. And how they contribute to an experience that is to your complete satisfaction.
In the pages that follow, we offer you an insight into our philosophy and service."
Among the many stunning black and white photographs is one with the
Photo caption: "Sky and rock poised to harmonise with music at Mahabalipuram Rock"
The introductory copy reads:
"Long before you arrive, we at Sheraton Towers will have noted your personal preferences, and prepared ourselves accordingly. Making us better equipped to anticipate your needs and fulfill them without any delay.
What better setting for the cosmic music of a veena maestro? Sky meets rock, and the boulder stands perfectly balanced like the music about to fill the air. The photographer understands that this perfect balance is essential for a good portrait."
Why is this a big idea? One of the reasons is that it brings together two apparently disparate elements – photography and hotels.
For copywriters, recognizing and evaluating ideas is a must. It is the very heart of copywriting. Ideas are defined as a new synthesis of old elements. The writer is able to see the relationship between two very different things. Great ideas have the ability to change the perception of the consumer.
For more on ideas along with examples and how to get them, you may want to read: How to Get Good Ideas , Copywriting Ideas from Brand Names and Direct Mail Letter Writing - American Express.
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