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Four Greatest Breakthroughs
Made by Advertising
Introduction
I picked advertising campaigns more from what we can learn from them, rather than
for the brilliant creative leap that makes an ad or a slogan stand out. Such brainwaves
occur from time to time, but tend to be the end product of a lot of research and
work. It is illustrations of that work and the calculation of the results of campaigns
that have dictated the choice.
A breakthrough occurs when a minnow attacks a well-established player, for
example Knorr Idea 88, or when an ad has a result disproportionate to the subtle
change in presentation such as Alka-Seltzer Idea 87. Since we are looking for rel-
evance to current business people, the ads tend to be near to the present time.
Ask yourself
1 Check your advertising against the criteria posed by Roderick White:
• Does the ad make me stop and read it?
• Is there an original unusual idea in it?
• Does it work as a piece of design?
• Is it easy to understand?
