Tyres might just be the ultimate grudge purchase. They’re essential to your safety. They’re expensive. But they’re rarely something anyone wants to spend time, or emotion, thinking about. Most tyre purchases happen under duress: worn tread, a failed roadworthy, or a blowout. So it’s no surprise the advertising for tyres tends to focus on functional …
Breaking category conventions: can tyre ads be emotional? Read More »
In a world of fleeting trends and AI-generated content, there’s one enduring principle in creative strategy: highlight what makes your brand special. That’s Step 3 in Perrycallan’s Six Unmissable Steps to a Winning Creative Strategy. And it’s something the Hovis brand has done beautifully in its latest UK campaign. The commercial, titled “Strength baked in”, …
Why highlighting what makes your Brand special still works Read More »
In marketing, we’re taught to double down on strengths and carefully manage weaknesses. But some of the most powerful creative strategies flip that thinking. They don’t hide perceived flaws. They elevate them. That’s Step 3 in Perrycallan’s Six Unmissable Steps to a Winning Creative Strategy — highlight what makes your brand special. It’s a deceptively …
When a product ‘weakness’ might just be your Brand’s greatest strength Read More »
Every mature consumer category has its visual and storytelling shortcuts. Car commercials show winding roads and pristine vehicles in motion.Tourism campaigns have sweeping drone shots over beaches or cities.Beer ads highlight sociability, good times and fun.And soft drinks? They almost always show someone taking a thirst-quenching sip. These are more than creative habits. They are …
Tourism advertising has a knack for beauty.Lush landscapes. Emotive soundtracks. Aspirational travel moments. But in a category dominated by gorgeous imagery, one question often gets lost:What is the audience actually meant to do after seeing the ad? That’s Step 5 in The Six Unmissable Steps to a Winning Creative Strategy:👉 Agree what the audience should …
Looks great, but what do you want me to do again? Read More »
Why Poretti’s latest campaign is a masterclass in emotional storytelling The beer category has long been home to emotion-led advertising. It’s the space of good times, idealised drinking moments, sun-drenched gatherings, and a familiar clink of glasses. But every so often, a brand steps sideways. It doesn’t just show us the moment, it creates one. …
All successful creative strategies start by identifying and amplifying what makes a brand truly different. Not what makes it functional. Not what makes it fashionable. But what makes it special. That’s Step 3 in The Six Unmissable Steps for a Winning Creative Strategy, and it’s the springboard for every breakthrough idea: Highlight what makes your …
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: …