There’s a reason they say a picture is worth a thousand words. And when it comes to creating a killer campaign, the creative is what is going to make your advert and brand stand out from the crowd. 

Research by Nielsen found that the quality of creative makes the largest contribution of any factor to an advertising campaign’s effectiveness across both traditional TV and digital channels. 

So, what makes a great creative? 

A great creative will drive action in the short term and build memories in the long term and in order to be remembered, you need to have a distinctive brand. 

A brand is defined as a business’s identity, one that sets them apart from the competition and presents a memorable impression. Effective ads come from brands that have distinct brand assets (known as fluent devices), which can take the form of logos, shapes, colours, taglines etc. 

These assets can be used across different contexts and circumstances to help build brand recognition, familiarity, and in turn, trigger emotional-thinking, which is one of the driving forces behind buying. Consumers are more likely to purchase or consider a company’s product/service as they will remember them favourably. 

The importance of using effective creative and branding in the world of advertising has become even more apparent over the last couple of years. 

Let’s dive back to the first lockdown in 2020 

Sombre music, an identical ‘We’re here for you’ message and a distinct lack of branding is what characterised a lot of ads during the first lockdown. Just take a look at this video that captured their uniform nature – do you remember them? Because, we don’t! The reason they were so hard to tell apart was because they focused on delivering a rational message that was the same as everyone else’s. There was nothing particularly distinctive about any of the creative. 

Life after lockdown – the creative turnaround 

As we began to return back to a sense of normality, advertising campaigns responded differently and they were inspiring. We saw a lot of brands creatively use their assets to elicit an emotional response from their audience. For example, our team thought KFC’s ‘KFC is back!’ campaign was pure genius. They used short clips from their consumers who lovingly recreating their KFC experiences from home with Celine Dione’s ‘All By Myself’ playing in the background. Relatable, funny whilst unlocking the emotional component of brand familiarity.  

Guinness also stood out for us. As pubs and restaurants reopened, their nostalgic #LooksLikeGuinness campaign featured a series of black-and-white everyday images that reminded us of their iconic frothy, black pint. 

Effective adverts also have to stay present. Brands need to adapt their message in order to stay relevant and this is something we thought Lego did perfectly. 


For ads to perform successfully, the creative should deploy strong brand assets, tell an emotional narrative and convey the right message, to the right audience, at the right time. 

Can great creative be affordable? 

You might be thinking, can my business afford great creative like the big brands? 

The answer is: yes, great creative doesn’t have to be expensive. It’s more about the idea and strategy behind it, which is where the digital experts at Air Social come in. We have an amazing in-house creative team that can produce bold, thumb-stopping creative and build relevant brand identities for businesses of all sizes. 

On top of that, our digital team will ensure that your ads are based upon learnings, data, and day-to-day experiences to create the perfect blend of performance marketing and creative knowledge. Just take a look at our case studies here: 

If you’re looking to create a killer creative for your brand’s advertising campaign, or perhaps just need creative brainstorm, please don’t hesitate to get in touch with us today: 


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