Oblique Creative Strategies
This is a base oblique creative which should not appear anywhere.
Apply a winner’s core message to a new persona.
Doomscroll until
inspiration finds
you.
inspiration finds
you.
Take a risk on
‘third railʼ
messaging.
‘third railʼ
messaging.
Resurrect an old idea.
Target a new stage
of customer
awareness.
of customer
awareness.
What would an AI maximalist ad look like?
Accentuate the negative.
Make it 47.8% more specific.
Look for inspiration in another language or continent.
Admit a weakness, then justify it with a strength.
Try brutal simplicity.
Make it honest but also clickbaity.
Push authority bias to the extreme.
Use an unacceptable color.
Take the easy road - copy directly.
Peruse persuasion indirectly.
"Make every detail perfect and limit the number of details."
- Jack Dorsey
- Jack Dorsey
Maybe the problem is casting.
Find the unique mechanism.
Start with the ending, build backwards.
"Take a simple idea and take it seriously."
- Charlie Munger
- Charlie Munger
What would this ad look like in 2002?
Define the enemey and position against it.
If it looks like an ad, start again.
Attack fluff like Jess Bachman is watching.
Make the hook unreasonably long.
Make the opposite of what's trending.
Stand out by blending in.
Try a more nuanced emotion.
Change the tempo.