Elevating your category? Or levitating out of it?

We love great campaigns that take a simple, core idea and make people stop and think about that idea for a minute. But sometimes there can be a fine line between great campaigns and great campaigns that work. And the line between these is often drawn where the message connects the recipient to what the advertiser actually does. In your quest to stand out and lead the category, you must be careful not to elevate yourself right out of the category. You could leave your target wondering how you can actually benefit them.

Ads that leave the audience confounded often come about when an advertiser’s desire to stand out results in a campaign that is funny, dramatic or simply entertains with little regard for actually getting to the target benefit, or educating about what the product is. (Anyone remember the dot-com era of the late '90s?) When your company has something new that requires some explanation or you are trying to educate a new customer base, sometimes you have to bite the bullet and be responsible, doing a little more explaining than entertaining.

Don't get us wrong – advertising has to engage to register. But it all comes back to your simple idea. If you have a strong, unique, simple idea that is based on your target and how you benefit them, this will lead to communications that are simple, strong and balance the personality and positioning naturally. With a little thought up front, a great campaign can simultaneously entertain while informing. And you won't go over the heads of the people you most need to reach.