Going for the Unexpected

Share this article:
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
Share this article:

Email Newsletters

More in Features

Read the complete August 2014 Digital Edition

Read the complete August 2014 Digital Edition

Click the above link to access the complete Digital Edition of the August 2014 issue of MM&M, with all text, charts and pictures.

Private View: Discussing Women's Health

Private View: Discussing Women's Health

Dan Chichester, chief creative officer, LLNS