Creativity Isn’t Just for Creatives

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Every day, we’re confronted by thousands of messages imploring us to think or act in a certain way. Not just from marketers. But from our friends, colleagues and loved ones, too.

Why do some of those succeed, why do most fail miserably, and what does it tell us about how to get more done by communicating more persuasively?

That’s the stuff of strategic communications. That’s the stuff of Frank J. Oswald’s Mental Shavings. Weigh in with your comments. Or drop me a note at frank@frankoswald.com.

All opinions expressed on Mental Shavings are solely my own.

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Tuesday

Jan052010

Tue, January 5, 2010 at 10:04AM

The most effective ad of 2009 was also one of the most boring.

At least that’s the verdict of several Adweek readers commenting on Ace Metrix’s selection of this Rubermaid ad as its top scoring ad for creative effectiveness.

A tame sample: “What is this crap? Do you know when creatives read this we laugh—what business is Adweek in?”

That’s a big contrast to YouTube comments like this one from an actual consumer: “LOL! the tidal wave of plastics…happens to me all the time lol.”

This disconnect is that the creativity in the Rubbermaid spot isn’t in the excecution—it’s in identifying an insight that resonates with consumers and compels them to buy. And there’s nothing boring about that.

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