What are some examples of lateral thinking in advertising?

Look, everybody professes to be different. Everybody wants to be different. Everybody will tell you how important it is to be different, to stand out, to disrupt. The challenge is understanding the how, when, why, what and so on. I would liken it to creating content. You should never create content just for the sake of creating content. You should never. Try to stand out and be different just for the sake of standing out and being different, there has to be a strategy behind it. There Has to be sound reasoning behind it. Otherwise, don’t do it.

Of course! In advertising, lateral thinking refers to using novel and imaginative strategies to draw in viewers. For example, the bottle shapes used in Absolut Vodka's advertisements were disguised as different objects. FedEx's logo's hidden arrow quietly communicated efficiency. The hilarious "The Man Your Man Could Smell Like" commercial from Old Spice put a twist on conventional grooming advertisements. Dove redefined beauty standards with its Real Beauty campaign, which highlighted a variety of body types. Burger King's Whopper Sacrifice demonstrated the potency of novel tactics by leveraging Facebook to encourage users to remove friends in exchange for a free Whopper.

El pensamiento lateral es un proceso de pensamiento creativo consciente y sistemático que analiza los desafíos desde diferentes perspectivas, permitiendo la resolución de problemas a través de la introducción de técnicas de pensamiento específicas y no convencionales. El pensamiento lateral busca romper con los paradigmas de pensamientos tradicionales y permite la entrada de ideas que el razonamiento lógico descartaría automáticamente, ofreciendo un nuevo flujo de ideas innovadoras con el potencial de resolver problemas del mundo real.

"I wanna be different...just like everybody else". The eternal conundrum. People strive to be unique, by following trends infusion, tech, experiences. So then we're all the same? The goal is to be part of that trend or lead it with some variant that sets you apart as the leader in that space. An example: "Everyone" was wearing Applebottom Jeans...but MINE has the fur. (as the song goes). ;0)

-Origin of Lateral Thinking: Coined by Edward de Bono in the 1960s, lateral thinking diverges from conventional, logical, and linear approaches. -Breaking Established Patterns: Lateral thinking entails breaking free from established patterns and assumptions. -Exploring Unexpected Connections: Involves seeking new and unexpected connections and possibilities. -Overcoming Mental Blocks: Aids in overcoming mental blocks that hinder creative thinking. -Challenging Status Quo: Facilitates challenging the status quo and exploring unconventional ideas. -Discovering New Opportunities: Unlocks the potential to discover new and innovative opportunities through unconventional thinking.

-Advertising Dynamics: Advertising is a competitive and dynamic field demanding constant innovation and creativity. -Standing Out: To succeed, you must stand out, capture audience attention, and communicate persuasively. -Lateral Thinking's Role: Lateral thinking aids in creating original, surprising, relevant, and engaging ads. -Adaptation to Change: Helps adapt to evolving market conditions, customer needs, and media platforms. -Innovation and Relevance: Utilizing lateral thinking ensures innovation and relevance in advertising strategies.

Lateral thinking in advertising successfully speaks and resonates with customers. This is the dividing factor amongst those that know and get it versus the people that are completely off the mark and lifelessly reaching.

In the ad world, standing out is crucial. Lateral thinking helps us break free from the mundane and create memorable campaigns. For instance, we once turned a simple ice cream ad into a mystery novel. People loved it because it was refreshingly different.

In a world where attention span is becoming shorter, applying lateral thinking in your ads creative will help you break free from the several other ads that are bombarding us on regular basis. People can smell sales pitch miles away, and the reality is that people don't want to be sold to, rather they want solutions to their problems. Lateral thinking will help you position yourself as the person with the solution through edu-value content and actually sell more without selling.

Practice makes perfect! Try this: grab a random object, like a coffee cup. Now, think of as many ways as possible to connect it to your product or service. You'll be surprised how this exercise can spark innovative ideas.

In order to leverage lateral thinking in your advertising, you must know your target market inside out. You first need to immerse yourself in the position of target customers salient questions that keeps them awake. Look at what has been offered by others, and dare to do the opposite to break through the noise and clutter that has bedevilled your target customers.

Lorsque j’étais plus jeune, la publicité de la tablette de chocolat Crunch, mettait en scène une tempête effroyable, un oléique coupable de celui où celle qui croquer dans la tablette et provoquait un séisme. Gardez en tête que la surprise est une émotion merveilleuse qui marque l’esprit et reste en tête longtemps !

In the 1950s, as industrialization resumed in a post-war world, the conventional wisdom was that bigger was better. Volkswagen went in exactly the opposite direction with their Think Small campaign. A car took up a tiny amount of space in a print ad, and copy explained why smaller was better when it came to cars. A few years later, another car-related brand, the car rental service Avis, challenged the conventional wisdom that No. 1 was better than No. 2 and explained why Avis being No. 2 was great for the consumer because this meant they try harder.

It was great to spend some time together with creativity father Edward de Bono, that inspires us to establish even some Creative castle in our country... I am not sure that Mr. Edward de Bono would accept it as lateral thinking in advertising, but one example that would be connected with this approach is as following: - Lipton tea campaign on JCDecaux stands. There were Lipton tea packages printed on the layout for the stands. That's clear, traditionally. But, besides that JCDecaux and municipality allowed to stick a stem with a string on the upper side of the stands as if the packet was hanging on the stand. It looks like a little bit like the thinking out of the box, and, for sure, attracted more attention from the target audience.

Let me share a fun one. When a fast-food chain had a "small burger" problem, they introduced a "Mini-Meal" campaign, showcasing tiny burgers with miniature props. Sales skyrocketed because it was a lateral shift from the usual "big burger" ads.

Effectiveness is about impact. Track metrics like engagement, brand recall, and social media buzz. For instance, when we used humor in an insurance ad, social shares and customer inquiries shot up. That's a clear sign of success.

A man who went on a business trip, after his meeting; for relaxation can virtually travel from the comfort of his hotel room to a choice destination. At the end, use a tagline: "it's all about tourism."

Quality vs. quantity. Sometimes excessive amounts of irrelevant noise and unnecessary chatter get you know where fast. Trying to impress upon your customers something that you truly know very little about will come back and bite you in the end.

Never underestimate the power of spontaneity. Some of our best lateral thinking moments came during water cooler chats, not structured meetings. Encourage a culture where wild ideas are welcome, and you'll unlock endless creative possibilities.

Faire un pas de c?té est une posture incroyable dans la vie en général. Sortir des rails, sortir des chemins trop fréquentés pour stimuler la joie de l’inattendu à chaque instant.