Creativity: The evolution of advertising to capture the public's attention

These days, the eightieth anniversary of the broadcasting of the first spot (or commercial as Americans say), a ten-second still shot with a map of the USA and the face of a Bulova watch on it, coincides with the presentation at Callao City Lights of 3D projections of a house collapsing and a helicopter coming out of it. Wow, how the story changes!

The methods of trying to capture the attention of the viewer, listener or reader are constantly evolving. From “fitting” (highlighting in a box) press advertisements with obscure black profiles to alerting, and keeping a whole nation on edge, with a radio story.

All these effects adorn or dress up what lies behind: an idea. And, usually, an idea that pursues a sale. Of a product, a service or, as in the first ad, offering a reward for the capture of an escaped slave -along with the owner’s clarification that also “the most beautiful fabrics are woven, to the taste of each one”-. This clever Hapu put two ads in one….

Ideas, creativity, advertising… They have gone hand in hand for thousands of years and will continue to do so for many more, as the tremendous evolution of computer development has brought the digital revolution to advertising.

If Claude Hopkins, with his “Scientific Advertising” already promulgated that advertising is effective to the extent that it allows you to collect data and know the consumer, today I would be the happiest man in the world sitting in front of an Excel spreadsheet with Facebook metrics and all the Performance Indicators offered by Google.

But, I insist, for the customer (potential, always potential until the end of the funnel) to fill in a coupon, click or share – long live the prescription! -, you first have to win him over. And the best conqueror (we are not talking about Julio Iglesias, and you know it…) was David Ogilvy and his lessons for modern advertising.

Combining notorious and disruptive creativities, with the exhaustive and millimetric analysis that global data and measurements offer us, at ROI UP Group we achieve results. Omnichannel sales actions for our clients.

Do you know our creative teams? Spread over Lisbon, Alicante, Mexico City, A Coruña, Valencia or Madrid, our creative minds propose their ideas to the Creative Direction, which coordinates with the Art Directors, the progress and designation of works. You can discover our philosophy of life on our website or, better yet, drop by and say hello to us, we look forward to being together again soon!!!