Some Advertisers search for the ‘creative’ in everything. Elongate and lengthen an element of the brand and its message and then play with that.
It can be great entertainment and it may build a sensational story that consumers love but how effective and simple is it?
An example of this is ‘humour.’ It does work well but there other genres of entertainment that could work just as effectively if not more than humour and all its brothers and sisters i.e. Sarcasm..
Most times advertisers are always looking for the ‘funny’ in the brand or the 'creative' in the message that they have to ‘think outside the square’ when they should be ‘thinking like their perfect consumer’ Most times advertisers are playing off their ideas and concepts against each other. Most times the results don’t matter because the idea is so great. This often loses the audience and in turn they often just don’t get it.
I cannot count how many times I have witnessed perfect target audiences watch an advertisement in all its forms and heard them say I don’t get it?, what does that have to do with ‘brand’? or ‘that is just silly!" (Not in those words.)
Advertising and art are too very different things. If you have a great idea, be disciplined and save it for a short film festival, a public installation, a canvas, a book or website.