Slate have posted an excellent article that explores Donald Gunn’s theory that all great advertising used one of 12 formats.
“In 1978, Donald Gunn was a creative director for the advertising agency Leo Burnett. Though his position implied expertise, Gunn felt he was often just throwing darts—relying on inspiration and luck (instead of proven formulas) to make great ads. So, he decided to inject some analytical rigor into the process: He took a yearlong sabbatical, studied the best TV ads he could find, and looked for elemental patterns.”
Example from the sixth format, ‘benefit causes story’. Here we follow a series of events caused by the product’s benefits…
“In this Lynx ad, we see a series of attractive women forgiving a guy’s uncouth behavior. (It’s OK that you’re late, it’s OK that you forgot my birthday, it’s OK that you cheated on me, and so forth.) In the payoff, it’s revealed that the guy has been using Lynx body spray. The product’s benefit—beguiling women to the point of dementia—creates the story.”
View Slade’s interpretation of the 12 formats in their slideshow.
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It must be the best compliment to any brand or creative agency to have a spoof ad made for your advert or product. There have been many spoof ads over the years and some really great ones recently, here’s my top 10 with a couple of bonus clips at the end of this post.
Starting with this classic, the oldest spoof example I could find…
1.MasterCard
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about us by atomic on December 8th, 2006 AD-i, short for ‘Atomic Design Interactive’, is a place for the staff of .
contact by atomic on December 15th, 2006 Atomic Design Ltd
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Telephone: +44 (0) 161 929 7221
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The London based publisher is said to be recruiting in the north for it’s Manchester version of the Timeout magazine.
After their increasing success with the timeout.com/manchester website and the release of the Manchester Shortlist it’s looking more likely that we’ll see the 2nd edition on our shelves very soon.
Mike Barnett, media and communications manager at the Library Theatre in Manchester said “We as a group of theatre media folk discuss Time Out Manchester’s progress every time we meet. There is in my view, definitely a market for a print/what’s on title.”
Watch this space!
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Kissing Chair by ed on July 25th, 2007 I love this - I think we should get some for around the office.
