Clever Creative: Fantasy vs. Reality

In recent years, companies have been trying to create more artistic ads that don’t necessarily relate to the product. If done well, it can be successful, but most times, they just confuse the audience and make them wonder what that had to do with the product. From our experience, and research, we’ve found that some of the strongest ads are those that are true to the product and the company’s messaging. In today’s “Clever Creative,” we’ll look at two companies that created ads that fit the themes naturally built by the product offerings, pinning fantasy versus reality.

Fantasy: “My Golden Ticket”

It’s been 53 years since children were first introduced to the wonderful world of Willy Wonka that author Roald Dahl created, and it’s his granddaughter Chloe who is now bringing it back to life. She has teamed up with innovative publishing company Wonderbly to create the whimsical new story called, My Golden Ticket. This book will take readers back to the factory, only this time the story doesn’t revolve around Charlie Bucket, Augustus Gloop, Mike Teavee, Violet Beauregarde and Veruca Salt, it revolves around you, the person is was made for. Wonderbly has created a handful of books that they describe as “impossibly-personalised” because it makes you the main character of them. In My Golden Ticket, each page is customized based on the letters in your name, creating a unique experience, candy, song and book for each child. This inventive new way of storytelling immerses you into the book in a way never seen before, which in itself is clever.

With a winning idea like this, the company needed to create an ad that was equally original. The results are a fun and fanciful ad that takes you to another colorful factory, only this one is making your personalized book. It not only shows off the product’s features and the delicious details inside, but it also stays true to the theme of the product: a bright, magical world where anything is possible.

Check out some of the amazing customizable pages of the book, and immerse yourself in this new story at the Wonka Factory.

Reality: Organic Valley

After just looking at an ad and product that creates a fantasy world, we bring you back down to earth and look at the other end of the spectrum with Organic Valley’s newest ads. This campaign’s goal is to create marketing efforts that are as straightforward as possible, because that’s exactly what their products are. Organic Valley is known for their all-natural, organic, family-farmed and simple products, and so the ads follow that same mentality. In each ad, they tell it like it is, even saying, “Yes, our products are more expensive and that’s because they should be.” Rarely, are companies that bold, and honestly it’s refreshing. As we’ve mentioned in previous blogs, consumers have become mistrusting of advertisers, but with these brash new ads from Organic Valley, it’s hard not to trust what they’re saying.

Each ad is also playful by poking fun at Organic Valley as well as other companies. They make cheeky remarks about the other food companies’ business models and compare them to their own to show you how food should be made. They even put step trackers on their cows to further prove their point that their cattle roam freely. On top of all that, they brought in the original founding employees and farmers of Organic Valley to tell the story of how the company got its start from one farm to now over 2,000 farms. We’ve seen companies in the past create brutally honest ads, but none as successful as these. With the combination of humor, truth and storytelling, Organic Valley creates a set of ads that are as real and authentic as the products they sell.

Your product and its features already create a selling point for you, but it is our job as advertisers to use our creativity and find a unique, yet cohesive, way to get that message across. On occasion, you might be able to take an outlandish idea that has nothing to do with your offering and create a magnificent ad, but most often those attempts fail to hit their mark. Whether a company’s product is based around a fantasy world, or rooted in reality, it is important to consider the idea of creating an ad that goes hand-in-hand with that you’re trying to sell.

Let us know what you think of these ads, and be on the lookout for next week’s installment of Clever Creative!

If you’re looking for some clever creative of your own, feel free to contact us.

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• Creativity
• Art
• Clever Creative
• Advertising
• Wonderbly
• Roald Dahl
• Organic Valley