Think people.

Don’t think about making an ad.  Think about the people who might be in it.  How would you use people in your ad?  What would they be doing?  What effect would the product have on them?  What’s on their faces?  What do their eyes reveal?  Who are their friends or family?  What do they say?  Thinking this way is like coming in the side door of creativity.  Don’t ask yourself what the ad should be.  Ask what the people are doing who’re in it.  Sure, in the end you may not even use people in the advertisement.  But I promise, this method will inform the solution on the right terms:  human ones.




David Fowler created long-running advertising campaigns for Motel 6 ("We'll leave the light on for you"), BP ("Beyond Petroleum"), Fanta ("Wanta Fanta"), Claritin ("Claritin Clear") and many others. His forty-year creative career included twenty years at Ogilvy & Mather in New York, as well as stints at Goodby, Silverstein in San Francisco, Ammirati & Puris in New York and The Richards Group in Dallas.