Lately there has been some discussion over whether the big idea in advertising is dead. I should point out that, in my opinion, most of the proponents of this idea tend to come from people who work exclusively in the digital realm on the production side. And so arguably have a vested interest in the big campaign idea being dead. After all if the big idea is dead, there will be a demand for lots of little ideas. Presumably. It is true that the big — in terms of media spend — campaign idea makes less sense in the Internet age. Being responsive and tuned into the culture and the media just makes sense now in a way it wouldn’t have ten years ago.
Let me describe my notion of what constitutes a BIG IDEA. A big idea is one that is pregnant with meaning for lots of people. The very idea of it is exciting. The idea of Volvo as a safe car was a big idea. And an enduring one. Do you care about your child’s safety? Drive a Volvo. Nike’s glorification of the sweating athlete is a big idea. Big ideas tend to be elemental. That is, they speak to something fundamental in humanity.
Big ideas also make everyone’s life easier. We have all had brilliant ideas for Nike based on the UST DO IT idea. Oh sure, now it’s easy. Big ideas are participatory. Everyone can add to a big idea. If it’s a struggle to that, you don’t have a big idea. That’s the best test really.
My old boss (the guy who had the big idea for Volvo and others) used to say that big ideas go everywhere. Small ideas go nowhere.
There’s a big difference between a campaign idea and a big idea. A campaign idea can contain a big idea. But usually they don’t. Usually they’re just what the client wants you to hear. They are one sided. Big ideas have room for communication and adoption and resonance in the culture.
A big idea can be a campaign idea but it doesn’t necessarily have to be one.
So if the big idea isn’t dead, is the campaign idea dead? Not if it’s a big idea!
4 responses so far ↓
Dan O'Connor // October 21, 2009 at 2:09 pm |
Yesterday Ad Age had an article showing research that bad creative online doesn’t work. Just like bad creative offline.
In other words, you can deliver a bad idea in a new cool way, and it will still suck.
Go figure.
simonbilling // October 21, 2009 at 3:38 pm |
Brands are shorthand. They don’t exist because we as marketers want them to, but because people find the shorthand reference point useful.
Big ideas are those that give people a shorthand reference point that resonates (‘orrible word – sorry about that) with people in a big and universal way – almost always on an emotional level.
Why on earth anyone thinks it’s actually desirable to give people a hundred little ways to think about a product is beyond me.
Big ideas are hear to stay.
theescapepod // October 22, 2009 at 9:47 am |
exactly simon. brands make life easier. i think it’s just new media charlatans and mountebanks who are trying to diss that which they can’t do.
Algunas ideas sobre la “Gran Idea” « Dosis de Ingenio // November 2, 2009 at 5:18 pm |
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