By Matt Buckle, Partner/Managing Director, Transmission
When I first started working as a radio creative, the head of programming stopped me in the corridor and said, “if you do your job well, people won’t turn off.”
That stuck with me.
I had gone through college and university as a fully-fledged ad nerd, able to recollect the ads I loved. But that advice made me look at advertising from a new perspective.
Most people see ads as an annoyance – whether it’s interrupting their Spotify playlist while they’re getting ready for a night out or when they’re trying to watch a YouTube video. However, despite the interruptive nature of ads, there’s no doubt that people can take pleasure in the ads they see.
To get that kind of attention, ads need to stand out. The best way to stand out? It’s simple, make them great.
The greatest ads are born from piercing insights, created around human truths and don’t try to be ‘one size fits all’. Below are some of my thoughts on how to generate truly great ads that stick in the mind.
Start with insights
The creative industry thrives when it’s in tune with what’s happening in the world. Data can provide evidence of human truths. These truths create the building block for ads that stay with you, by addressing a common problem or need. Taking the time to dig into real, relevant insights is what brings your work into the present and allows you to connect with your audience in a meaningful way. It’s about more than just being clever or eye-catching – it’s about creating something that resonates on a human level.
The more data you have, the sharper and more impactful your insights will be. Understanding how your audience feels and what matters to them gives you a clear direction. It helps you decide which trends or themes to jump on and which to avoid, so you can build genuine connections.
When you show that you truly understand your audience’s world and emotions, your creative will stand out. Good insights don’t just make better ads; they make work that feels relevant, fresh, and authentic to the people you’re speaking to.
Focus on positive human connections
Set the industry awards aside for a second and think about those ads that become coffee-machine conversations. The ads that live as part of the wider culture, like the anticipation of the John Lewis Christmas ad or the first-time people hear “holidays are coming” on the radio, come from an understanding of the audience at an emotional level.
John Lewis could shout about their (now revived) price promise. They could talk about Christmas delivery times, but no. They tap into a genuine human emotion about giving, loving and family. You just don’t get that through click data alone.
No need to shout
The number of times that people have told me ‘people only remember annoying ads’ is frustrating.
I remember the kid that used to tease me at school. Do I want to buy from his company now? No. I remember him, but I definitely don’t want to do business with him. You want your relationship with your customer to be a positive one, so connect by showing that you understand their needs.
Great advertising recognises a customer need and helps them secure it. While the good advertisers shout for their audience’s attention, the great ones know that all you need to do is get the right word in the right ear at the right time.
As the saying goes, the loudest in the room isn’t always the smartest.
Just make one great ad
We now have more touchpoints to connect with consumers, meaning more platforms to display your ads. Optimising to too many of these touchpoints at once is one of the largest issues with the ads I see today.
Shoehorning a great TV ad into an OOH campaign, or using an impactful audio asset on social can actually water down the overall message and reduce the impact of the original ad. Understanding your audience is key here. You still need to say the right message to the right person at the right time, so understanding where your audiences are in their journey is very important. The old adage rings true: one message, one ad. If you have multiple messages, make multiple ads.
In this industry where technological advancements are booming and we’re constantly being introduced to new touchpoints, it can be hard to focus on the simple truths of building great ads. Start with great insights and tap into human connections, then think about how and where your ad will reach your audience best. I genuinely believe that we’re on the brink of a new golden age of advertising. Let’s make it great, one ad at a time.
