SIT

Systematic Inventive Thinking

Advertising Tools

The tools
Absurd Alternative Extreme Consequence Inversion Unification Metaphor Activation Reduction (Bonus Tool!)

Absurd Alternative
The Basic Idea
Dandruff

Fab Detergent
Ironing

Volvo

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Absurd Alternative
The basic idea Instead of focusing on how the product/service will solve a problem, we suggest an absurd alternative solution to the problem. Seeing this extreme solution, the viewer will understand that our product is the preferred option.

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Absurd Alternative

BALL PARTNERSHIP--Singapore

Dandruff
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ABBOTT MEAD VICKERSGreat Britain

Absurd Alternative

Volvo

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Absurd Alternative

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Absurd Alternative

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Absurd Alternative

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Absurd Alternative

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Absurd Alternative

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Absurd Alternative

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Absurd Alternative

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Extreme Consequence
The Basic Idea Axe Nun
Tabasco

Bread No Insects Left

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Extreme Consequence
The Basic Idea Instead of focusing on the promise, we exaggerate its consequence good or bad.

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Extreme Consequence

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RESULTS ADVERTISING--Bangkok

Extreme Consequence

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Extreme Consequence

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Extreme Consequence

Copy: No Insects Left

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Extreme Consequence

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Extreme Consequence

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Extreme Consequence

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Extreme Consequence

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Extreme Consequence

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Extreme Consequence

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Extreme Consequence

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Inversion
The Basic Idea
Swiss army Jobpilot.com

Canal +
Shell

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Inversion
The basic idea Instead of focusing on the promise of how good will it be to have the product we take the consequence of not having / using the product to the extreme.

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MULLEN ADVERTISING-Wenham

Inversion

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OGILVY & MATHER GMBH--Germany

Inversion

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Inversion

TBWA-Singapore

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Inversion

CONTRAPUNTO--Madrid

Now films wont have to wait years to get on your TV

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Inversion

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Inversion

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Inversion

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Inversion

CONTRAPUNTO--Madrid

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Unification
The Basic Idea
London Bus Hats

Car Accident
No Smoking

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Unification
The basic idea An existing resource is given an additional task in order to support the message.

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LOWE HOWARD-SPINK-London

Unification

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Scholz & Friends - Berlin

Unification

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Unification

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Unification

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Unification

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Unification

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Unification

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Unification

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Unification

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Unification

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Unification

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Unification

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Unification

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Unification

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Unification

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Metaphor
The basic idea Cigarette End Web Baby Sea Salt Butter Hot Ketchup

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Metaphor
The basic idea We connect our product to a symbol that has a pre-existing association with the message. Then we find a strong way to link the symbol back to the product/brand, so that they will be visually fused together.
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NARR ASSOCIATES--Scotland

Metaphor

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Metaphor

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UBACHS WISBRUN--Netherlands

Metaphor

Sea salt Butter

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DM9DDB Publicidade Sao Paulo

Metaphor

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Metaphor

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Metaphor

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Metaphor

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Metaphor

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Metaphor

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Metaphor

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Activation
The basic idea Breast Cancer Hair Color POWA Basketball Club

Activation
The basic idea We invite the prospect to perform a physical action, experiencing the message instead of hearing or reading it. This results in increased impact and memorability.

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Activation

RICHARDS GROUP--US

Breast Cancer

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Activation

BILL BERNBACH--US

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Activation

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Activation

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Activation

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Activation

BATES BENJAMIN-Oslo

Basketball Club

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Activation

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Activation

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Activation

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Activation

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Activation

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Activation

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Activation

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Activation

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Activation

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Activation

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Activation

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Reduction
The Basic Idea Playboy 80% Off Cheerios

M&M

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Reduction
The basic idea We remove from an ad one (at least) of its essential components and consider in what way this can strengthen the message.

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Reduction

Cindy Crawford, with almost nothing on, in the September issue

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Reduction m&m

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Reduction

80% off

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Reduction

Cheerios

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Reduction

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Reduction

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Reduction

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Reduction

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Reduction

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Reduction

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Reduction

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Now, lets see what you remember

Take a look at the following ads and try to identify the advertising tool behind them. There may be more than one tool applied in each ad. For answers please contact Grant at:
grant@sitsite.com

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Identify the Tool

ABBOTT MEAD VICKERS.BBDO-London

Identify 1

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Identify the Tool

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Identify the Tool

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Identify the Tool

OGILVY & MATHER New Delhi

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Identify the Tool

FCB-Portugal

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Identify the Tool

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FALLON MCELLIGOTNew York

Identify the Tool

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GOODBY SILVERSTEIN & PARTNERSSan Francisco

Identify the Tool

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 For answers or questions please contact Grant at:

grant@sitsite.com

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