Jacob Goldenberg, in his book, “Cracking the Ad Code,” describes eight creative patterns that are embedded in most innovative, award- winning commercials. The tools are:
1. Unification
2. Activation
3. Metaphor
4. Subtraction
5. Extreme Consequence
6. Absurd Alternative
7. Inversion
8. Extreme Effort
Out of these eight, the one that gives my students the most trouble is the Inversion tool. It conveys what would happen if you didn’t have the product…in an extreme way. It shows the benefits “lost” by not using the product. It is best used when the brand and its central benefits are well understood by the viewer. The advertiser is showing the viewer what bad things may happen if you don’t use their brand. It’s clever and memorable.
Here’s a great example from the online travel site, Kayak, that is so simple and effective:
To use the Inversion technique, start with the components of the brand promise. Take each one away one at a time and envision in what ways the consumer would be affected…in an extreme way…if it did not have this aspect of the promise. Make sure that the “bad thing” that happens is so far fetched that viewers understand it’s a joke. Otherwise, they’ll get confused.
As Goldeberg notes, an important tactic of Inversion is to show unlimited generosity, understanding, and empathy for the poor consumer who does not use your product. The idea is to convey your product as having great understanding for your dilemma and generously suggesting assistance.
Here is another great example from Sears Optical:
Commercials that show the benefits of using the product are likely to be ignored because consumers expect it. The message becomes cliche. If the advertiser shows how the consumer is transformed by using the product, consumers become skeptical. Telling viewers they will become young and adventurous by drinking a soft drink lacks credibility. It is wishful thinking, but unrealistic. The ad is tossed aside.
But show these same product benefits in an extreme, unrealistic way and the advertisement is likely to be more memorable. The message sinks in. That is the goal of the Extreme Consequence Tool. This tool creates ads that show the absurd result of using the product. Over exaggeration of the promise is viewed as clever and credible versus traditional exaggeration.
The tool is one of eight patterns embedded in most innovative commercials. Jacob Goldenberg and his colleagues describe these simple, well-defined design structures in their book, “Cracking the Ad Code,” and provide a step-by-step approach to using them. The tools are:
1. Unification
2. Activation
3. Metaphor
4. Subtraction 5. Extreme Consequence
6. Absurd Alternative
7. Inversion
8. Extreme Effort
Creating innovative TV commercials is more effective when using patterns embedded in other innovative commercials. Professor Jacob Goldenberg and his colleagues discovered that 89% of 200 award winning ads fall into a few simple, well-defined design structures. Their latest book, "Cracking the Ad Code," defines eight of these structures and provides a step-by-step approach to use them.
Here are the eight tools: 1. Unification 2. Activation 3. Metaphor 4. Subtraction 5. Extreme Consequence 6. Absurd Alternative 7. Inversion 8. Extreme Effort
The Inversion Tool conveys what would happen if you didn’t have the product…in an extreme way. It show the benefits “lost” by not using the product. While it produces memorable commercials, it should be used only when the brand and its benefits are understood by the viewer.
To use the Inversion Tool, start with the components of the brand promise. Take each one away one at a time and envision in what ways the consumer would be affected…in an extreme way…if it did not have this aspect of the promise.
Here are two examples of the Inversion Tool:
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