Ideas vs insights

What makes a good ad? Hard to say. Some say good ads touch people in the heart. Others say good ads sell. Others maintain good ads talk to the audience as if they have known each other for many years.

But they agree, good ads have an idea.

Imagine a night market where people exhibit their wares. Some swear by the quality of their wares; others under-price; some wait for the elusive customer to pursue them; others lie.

Let's say a store is selling knives. The owner may demonstrate his knives by slicing steel that looks like butter. Clever eh? The first impression is butter. On a closer look, you realise it's steel and wow.

The owner is pleased. He sells the sharpest knives. And people noticed it in a different way.

An idea leads the reader towards a familiar line of information, and at the very last minute, you ram your real message into his mind. Like military tactics of firebase and flanking. You distract him enough for your clever idea to assault from an unexpected source. The reader never sees it coming.

How about insights? What are insights?

They are the peepholes of humanity. They spring from a warm-blooded human being. People who engage in the same activities will share the same insights, though they might not notice them. It's like the water surrounding the fish. You don't know till you are out of it.

For example, people procrastinate when it comes to tedious labour, like physical sports. Especially physical sports. So Nike said, Just Do It. Nothing fancy. No brilliant idea. You'll see it coming a mile away. But everytime it hits, you'll still miss a heartbeat. Because it's real. Just do it.

Good ads have ideas. Good ads have insights. Great ads, have insights to power the idea.

Imagine you always score 2nd in school, in sports and in life (come on, it's not that hard). You never enjoy the glamour of winning. You don't have enough fans. People hesitate to place trust in you. What do you do?

You try harder. Insight of the hardworking.

Right. Take a look around you. Everybody's trying hard. Even slackers lie about trying hard. Why should people belive you?

How about, you try harder, because you are only #2. Not #1. Not #3. Ah ha, the idea.

#1 is fine. No problems. Just keep doing the safe thing. #2 is not. They have a target in front, and #3, 4, 5 and plenty more behind. #2 gotta keep moving. #2 tries harder, or they won't stay #2 for long.

Exactly what Avis did in their ads. One of the best campaigns ever, with a USP others cannot steal. How can another competitor proclaim they are #2? Or say they try harder?

An idea is clever. An insight is true. Combine them, and you'll achieve greatness. Good luck.