How the best Ads Work
his fascinating book The Tipping Point1
Malcolm Gladwell introduces the idea of stickiness:
hard part of communication is often figuring out how to make sure a message
doesnt go in one ear and out the other. Stickiness means a message makes an
impact. You cant get it out of your head. It sticks in your memory.
is what most ad agencies and their clients crave above all things. The
idea that a message can be implanted in the consumers brain so
strongly that they cannot get it out is advertisings definition of Nirvana.
And some ads seem to achieve this. For example, when we hear the name
Marlboro most of us mentally add the word cowboy; when we see
Heineken, many of us still think Refreshes the parts other beers cannot
reach; and when we hear the line Go to work on an quite a few of us
spontaneously add the word egg. What makes these ancient campaigns
sticky, while thousands of more recent
ads effortlessly slip out of our minds?