Making passes at Google’s Glasses
With our event on Nurturing Great Creative happening on Wednesday, I’ve been thinking a lot about creative and creativity.
In the context of advertising and communications, it’s easy to think that creativity is limited to the truly new and different executions and to leveraging the available media in completely different ways than anyone has ever done before.
But that’s not always practical, and neither is it always important. Sometimes, the creativity comes from the product itself. In the past week or so, there’s been a great example of this in the new video for the Google Glass.
The product itself is so creative that it doesn’t necessarily need an all-singing, all-dancing, bells, whistles and whirring lights sort of creative. In this case, the use of the product itself is telling and sings the song of true creativity.
It’s a product demo ad, then? Yes, but taken to the next level. The video itself is simple, with beautiful shots of so many different human events and interactions. It’s emotional too, not just because there are children, but because it touches on so many of the human motivations that drive us in our day to day living. Vitality, conviviality, belonging, enjoyment and others are all there pulling you towards the screen, driving desire to try the experience for yourself. Or maybe that’s just me.
This is all to say that there is no one formula for creativity, nor any single example that can be held up as the be-all and end-all of creativity. How empowering and exciting is that! There are so many ways to engage, endear, energise and many other words beginning with ‘en’. That’s why we believe in Nurturing Great Creative at Ipsos ASI and that research can help, rather than hinder the process of finding the path that’s most productive for each brand. Come along to our event and tell us what you think.