ADOPT ANOTHER CATEGORY’S STYLE

22. Adopt another category’s style

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ADOPT ANOTHER CATEGORY’S STYLE
  • What is a cliché in one category may be surprisingly fresh in another.
  • So if you find yourself in the automobile category, try speaking the language of sports.
  • Make corporate advertising feel like fashion advertising.
  • Make travel advertising like cosmetic advertising.
  • Rework ads for fast moving consumer goods so they feel like ads for a social cause.
  • Dress up a sports ad so it looks like a movie trailer.
  • Work a serious social message into an animated cartoon.
  • Turn a food commercial into a musical.
  • And remember, half-measures won’t do the trick. If you’re going for it, you have to go all the way.
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