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Marketoonist | Tom Fishburne

Marketoonist is the thought bubble of Tom Fishburne. Marketing cartoons, content marketing with a sense of humor, keynote speaking.

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ad creative checklist

May 17, 2015

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Ad creative usually runs a gauntlet to get approved. Marketers often evaluate ads by ticking creative checklists to make sure ads are effective.

But those very checklists, while intended to motivate best practices, can lead ads to become formulaic. And formulaic ads aren’t memorable.

I spoke at a marketing conference in Nashville a couple weeks ago and heard the story of the first Apple iPod ad. The iPod ad that usually comes to mind is the famous one with the dancing silhouettes, but that one came later. The ad that actually introduced the iPod in 2001 was far more traditional.

It followed the typical advertising checklist: a unique selling proposition, an extended demo, and product close-ups. But it didn’t cut through. The ad we all remember is the dancing silhouettes that would never have passed the advertising checklist.

As we aim for more effective ads, we can’t forget the power of emotion and storytelling. Sometimes marketers have to think outside the checklist.

Filed Under: advertising, design + creativity

  • Paid licensing options include high resolution download.
  • Presentation $40 Add to Cart
  • Newsletter or Website $125 Add to Cart
  • Corporate Blog/Sponsored Post $60 Add to Cart
  • Looking for other licensing options? click here
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Marketoonist is the thought bubble of Tom Fishburne a career marketer and cartoonist. Learn More...

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Tom Fishburne is the Founder and CEO of Marketoonist, a content marketing studio that helps businesses reach their audiences with cartoons.

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