Chapter 12: Common Creative Structures — Building Your Template Library
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1. Intro: Creative is a Blueprint
Creative isn’t just about “flashes of genius.” Like music has scores and code has algorithms, advertising has architecture.
2. Five Classic Structures
- A. Problem/Solution: Poke the wound, then hand over the band-aid. (e.g., Head & Shoulders).
- B. Before/After: Visual proof of change. Great for cleaning, fitness, or SaaS.
- C. Social Proof: “1 million users chose us.”
- D. Slice of Life: Showing the product in a real, heartwarming context (e.g., IKEA).
- E. Expert/Educational: “The one thing dentists don’t want you to know.”
3. Brand in Action: Head & Shoulders and “Social Suicide”
H&S ads don’t just sell “anti-dandruff.” They sell Social Security.
- Scenario: A guy on a date wearing a black blazer.
- Conflict: White flakes fall. The girl looks disgusted.
- Solution: H&S. Confidence restored. By turning a physical problem into a psychological disaster (Social Suicide), they make the “Solution” indispensable.
4. The Golden Rule: One Ad, One Message
Don’t list 10 benefits. Users will remember zero. One Ad. One Audience. One Core Pain Point.
Next Chapter: Chapter 13: Full Lifecycle of a Campaign. Putting it all together.