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
From the November 01, 2013 Issue of MM+M - Medical Marketing and Media