The Big Idea
Advertising agencies are always searching for “the big idea”. Do they exist and how do you go about finding them?
The advertising world is a constant chase after the elusive “big idea”, the spark that ignites campaigns and cuts through the noise. But does this mythical creature truly exist, or is it a mirage shimmering in the desert of marketing budgets?
If you were to take this year’s Superbowl advertising as an indicator, you’d think that all you need for a successful ad are celebrities like Ben Afflick, Tom Brady, Matt Damon, and Jennifer Lopez or Arnold Schwarzenegger and Danny Devito, teaming up to persuade adoring fans to your brand.
The quest for the elusive “big idea” is a constant drumbeat in the world of advertising agencies, but is it more a product of tireless research, collaborative brainstorming, and a dash of good old-fashioned luck?
Whether “the big idea” truly exists depends on your perspective. Some view it as a lightning bolt of pure inspiration, while others consider it a result of thorough research, strategy, and creative exploration. A truly unique idea might be rare, but often, “big ideas” are clever twists on existing concepts or combinations of well-known elements. Ultimately, it's about the impact the idea has on the target audience. What resonates with one group might not be revolutionary for another.
Deep understanding of the brand, target audience, and market trends is crucial to identify opportunities and unmet needs. Encouraging diverse perspectives and open-ended thinking sessions can spark unexpected ideas.
Big ideas rarely emerge fully formed. Testing concepts and gathering feedback helps refine and strengthen them, while leveraging data insights can inform creative direction and predict potential impact. Creativity can come from anywhere, so staying open to external influences and cross-disciplinary fertilisation is important.
The “big idea” is valuable only if it delivers measurable results aligned with your campaign goals. Don't solely chase the elusive “big idea”. Value the iterative process of exploration and refinement, and remember, great ideas often emerge from diverse teams working together.
Instead of fixating on finding “the one” view it as a continuous process of searching for impactful, creative solutions. With the right approach and mindset, you can unlock the potential for breakthrough campaigns, even if there's no single mythical “big idea” waiting to be discovered.
Brainstorming can unleash your own creativity and generate original ideas, and there are problem-solving frameworks and structured approaches to tackle complex challenges, which along with a user-centered approach can develop innovative solutions, resulting in real-world success stories of impactful, creative solutions.
The journey to impactful, creative solutions is iterative and collaborative. The more information you provide and the more open you are to exploration, the greater the chances of discovering a solution that truly makes a difference.
Examples are abundant, from Toyota’s “Bugger” ads to Pak’nSave’s reliably funny “Stickman” one-liners, and KFC’s micro-comedies, humour has often been the foundation of the “Big Idea”. Search YouTube for the best British or best South African advertising and you’ll find humour that both transcends cultures and strikes local idiosyncrasies in tandem.
Charming storytelling as in Sky Sports’ ‘Life need more sport’ charmer and Lotto’s “Lost ticket” demonstrate Kiwis love of a good story well told. And Kiwis love it even more if it casts shades on the Aussies – “It’s in our DNA” for Mitre 10, is one of the best in this genre.
Even more successful are the ads when self-deprecating Kiwis take the piss out of themselves as in L&P’s “World famous in New Zealand since ages ago” campaign, or Tip Top Trumpet’s “Togs, togs, undies, undies”.
Then there’s music, from classic current kiwi jingles – “The Warehouse (Where everyone gets a bargain)” or “There is Nothing Like A Crown (For Picking It Up... And Putting it DOWN)”, to way back when we all sang "Kiwis love hot pools, rugby balls, McDonald's, snapper schools, world peace, woolly fleece, Ronald and raising beasts…”, while we munched on a classic New Zealand McDonald's Kiwiburger.
So, if you are a Kiwi advertiser who loves, “Gumboots, ponga shoots, floppy hats, kiwifruits, beetroot, Buzzy Bees, moggy cats, cabbage trees, onions, Kakapos, Kia Oras, cheerios, jandals, sandals, ketchup, Coromandel's, swanndris, butterflies, mustard, fishing flies, Hokey Pokey, Māori haka,” get creative and search for that elusive “Big Idea” – it’s worth it!