For those who attended my class yesterday, you heard "Analogy/Metaphor" is a common creative direction in HK. Here is another example. Chocolates are about having a time out and enjoyment, what we call category motivator. In this ad, spa is used as the analogy. Is it a creative analogy ? I would just say it's a valid one. When it comes to the execution, the trouble is that people may take it as yet another spa ad and miss it. So how do we adjust the execution ? Maybe we could explore different perspectives of the shot to make it less similar to what we are used to see in a typical spa ad.
For those who attended my class yesterday, you heard "Analogy/Metaphor" is a common creative direction in HK. Here is another example. Chocolates are about having a time out and enjoyment, what we call category motivator. In this ad, spa is used as the analogy. Is it a creative analogy ? I would just say it's a valid one. When it comes to the execution, the trouble is that people may take it as yet another spa ad and miss it. So how do we adjust the execution ? Maybe we could explore different perspectives of the shot to make it less similar to what we are used to see in a typical spa ad.
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