One of the most reliable indicators of good advertising is how well it aligns with the way people make decisions. That’s Step 1 of The Six Unmissable Steps for a Winning Creative Strategy and it’s grounded in decades of behavioural theory.
Put simply, consumers make decisions on buying products or services based on two variables:
- Level of brand risk/involvement
- Nature of motivation: Are we avoiding a problem (informational) or seeking a positive outcome (transformational)?
Put those together, and you get a strong framework to guide your creative messaging.
Take soap, for example. It’s low risk and transformational. You’re not buying it to solve a problem—you’re buying it to smell good, feel fresh, maybe even feel a little better about yourself. In this quadrant of the matrix, the creative brief is clear: be emotionally positive, be fun, and be unique.
And that’s exactly what Dr. Squatch delivers in its latest commercial featuring Iron Mike Tyson, now going by the name Moisture Mike Tyson. It’s playful, exaggerated and absurd… which is exactly the point.
The same approach applies to categories like beer, another low-risk, transformational purchase. You’re not buying a six-pack to solve a problem. You’re buying it for enjoyment, for connection, for the occasion. That’s why beer ads are consistently upbeat, often humorous, and strive to entertain. They’re not trying to explain, they’re trying to make you feel.
Strategic Simplicity
What both examples show is the value of working with the decision-making process, not against it. If your product is low-risk and emotionally led, lean into that. Don’t overcomplicate the messaging. Let the tone do the work. Be distinctive. Be memorable. And above all, be emotionally rewarding.