1. Does your Ad DRAMATISE your PRODUCT STORY in an EMOTIONALLY COMPELLING way?
Focus on your BRAND PROPOSITION. And DRAMATISE it

To illustrate through an example, sharing a short and sweet 10s promo ad for BISK FARM RICH MARIE biscuits, with 20% extra

The PLAYFUL TUG DEVICE between a couple DRAMATISES the promo

2. Does it ENGAGE the audience? Is it ENJOYABLE?
If the Ad is enjoyable and engaging, it will stick in the mind. Which MOOD and TONE space is your ad operating in? Is it PLAYFUL, GENTLE, PLEASANT, SOOTHING, INVOLVING, ENERGETIC, MODERN, STYLISH?

In the ad above, the PLAYFUL banter works

3. Is the CREATIVE MAGNIFIER branded with your product story?
Each Ad will have elements that stick in CONSUMER MINDS and build MEMORY STRUCTURE. These must be anchored in your product story

So, the TUG DEVICE will stick in her mind and CUE the promo

4.  Is it SINGLE MINDED and SIMPLE MINDED?
Steer clear of sub plots and multiple messages

5. Is it FRESH and ORIGINAL?
The dominant category leader will outspend you 10:1, so you cannot have a NARRATIVE STRUCTURE similar to his

So, if another Biscuit had employed this TUG idea in recent times for a promo, we would have to look for another idea

6. Does it work visually?
A PICTURE is worth a THOUSAND words. Attention spans are forever shrinking. Seek a VISUAL DEVICE that sticks in the mind

Play the script that your agency proposes, without any audio. And it should still communicate

So here the PACK ELONGATION device communicates even if the ad is played on Mute

7. Can consumers relate with your Ad?
Can they relate with the setting, the characters? Does it make them feel it is their kind of ad?

8. Is it well Branded?
While consumers need to RECALL your ad, they also need to LINK it to your brand. How many audio brand mentions does your ad have?

In this case, the JINGLE DEVICE strengthens BRANDING

9. Is your Ad creating NEW NEWS about your brand?
One of the roles of communication is to leave your audience with STRONGER BRAND ASSOCIATIONS. She should register a key message- SO BISK FARM MARIE BISCUITS ARE OFFERING 20% EXTRA

Map your desired consumer take out

10. Does it build on MEMORY STRUCTURE, not break it?
So if you are creating a FRESH EXECUTION as part of a CAMPAIGN IDEA, stay true to it. Each ad of SANTOOR SOAP is about the IDEA of MISTAKEN IDENTITY.

Here, Bisk Farm Marie biscuits THEMATIC ADVERTISING is about enjoying your ‘Me time’ with a Marie biscuit during tea. So the Tea setting employed in the promo ad builds on existing MEMORY STRUCTURE.

Thanks to the Leadership team at Bisk Farm Arpan Paul Vijay Singh for approving Strategy and enabling Execution

Creative leap credit to agency SoS Ideas

Thanks for a patient read. Do let me know what you think

Hope it helps you create Persuasive, Engaging Business building communication