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I saw a construction worker dancing in the street.
Streeetched one arm.
Streeetched the other arm.
Threw back his head.
Rolled his neck.
Kicked one foot forward, then the other.
Okay, he wasn't really dancing.
He was just stretching some overworked muscles. When I looked closer, it was immediately obvious.
We all stretch. It's such a boring activity, really. What made it so eye-catching was the context.
Who expects to see a burly guy in a yellow hat going yoga happy in the middle of the street?
If you're looking to create an ad campaign for a product - and you want to turn heads - use this concept. Ask yourself, "Where is my product completely out of context? Where does it NOT belong?"
A summer dress in Antarctica.
A baby toy in a scientist's lab.
A soft drink in a wine store.
But wait! Now you need to explain why that product is there. Otherwise it's just random. Create a story around the setting that gives it meaning, that makes people say "oh!".
How will you do that? Highlight one characteristic of the product that aligns with the unusual setting.
Summer dress in Antarctica - so lightweight you stay cool even in a heat wave
A baby toy in a scientist's lab - builds his brain so he grows up to cure cancer
Soft drink in a wine store - so divinely delicious it'll take you high
I don't mentioned it much, but I also write ads. And I use tricks like this one to make them stand out.
So if you're not ready to Tell Your Story or Power Up your website, but you do need a good ad, let's talk.
Knock out their eyeballs,
Chavy