Creativity in advertising

This Point of View aims to explain why creativity is at the heart of successful advertising. Creativity helps grab attention, even when people are actively filtering ads out.

Creativity in advertising: Eyebrows, Greek banquets, a violin and some invisible fish

Dominic Twose

Last summer I had an interesting experience in a cinema. I'd arrived early and was watching the ads while I munched on popcorn. The film was a popular one and the cinema was full. Around me, people were talking and laughing, waiting for the film to start.

Then another ad started. This one featured two serious-looking children, a boy and a girl, sitting side by side and facing the camera. A lively electropop tune began to play, and the children, still unsmiling, began moving their eyebrows...

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