Common Sense and Creativity

People in advertising need more than common sense.
Not the kind that keeps you from touching a hot stove. Everyone has that.

We’re talking about uncommon common sense. Sharp. Observant. Curious. Acute.

And you also have to be smart.  Which isn’t the same thing.

You need both.

Let’s say your client is an insurance company. They want more customers, but just as important, they want to stand out in a sea of sameness.

Their name? GEICO.

So where do you start?

Common sense says to ask questions. A lot of them.
Of the client. Of the market. Of yourself.

How do we make this brand different?
Do we need a spokesperson?
A celebrity? Probably not; it’s too expensive, and too expected.

What about a character?

Now we’re getting somewhere.

The name GEICO is a little awkward. Doesn’t exactly roll off the tongue. So maybe we lean into something that makes it easier to remember.

Alliteration helps.

So…what works?

Not the GEICO Giraffe: too awkward.
Not the GEICO Gorilla: too intimidating.
Not the GEICO Goose, Goat, or Goldfish: just not lovable.

But the GEICO Gecko?

That works.

Gecko sounds like GEICO.
It’s small, friendly, and a little unexpected.
Give him a British accent and now he’s distinctive, even charming.

That’s not random creativity.
That’s common sense doing its job.

Common sense asks the right questions.
Creativity answers them.

Now, about those “rules” in advertising.

You’ve heard them:
Show people.
Show the product.
Use the right colors.

Sure. They’re useful, but they’re not laws.

Some of the best advertising ever made broke those rules.

Like Stan Freberg’s campaign for Pacific Airlines: leaning into the fear of flying instead of avoiding it. Handing out lucky rabbit’s feet. Flight attendants cheering, “We made it!”

Completely unexpected. Completely memorable.

What are the real rules?

The real “rules” are simpler and a lot harder to fake:

Know your audience.
Be consistent.
Be honest.
Be interesting.
Never bore your reader.  
Have a big idea.

Do your homework. Understand the market.

Then trust your judgment, your uncommon common sense, to know what will work.

And let creativity do what it does best:

Make people care.