Going for the Unexpected

Rich Miller
Rich Miller

We know how to create the expected… a demographically appropriate couple looking into the camera with a content (not happy) expression… a tasteful headline… perhaps a beautifully illustrated metaphor image. Add guideline-approved brand colors and a swoosh and you've got an ad. Expected is the low-hanging fruit. Expected has an easier path through the process.

A great ad that demands to be noticed, informs its audience and inspires action, needs the unexpected. We all bring preconceived notions to the media we're exposed to. It often takes a surprise or a new viewpoint to shake them loose and invite changed thoughts and behaviors.

The ads highlighted in the slideshow above are a nod to the power of the unexpected… an unusual metaphor, a conspicuous facial expression, a new perspective. All used effectively to rise above the din of the expected and dare to be noticed.


Rich Miller is VP, Creative Director, Artcraft Health Education
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Pharma continues to struggle with its image. Exhibit A is the public debate around the price of, and access to, new and innovative meds. As countless transformative technologies hit market, has industry done enough to anchor its permission to innovate? To provide a closer look at trends affecting trust over the past year, MM&M presents this e-book, "The 2015 Edelman Trust Barometer." Click here.

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