In Jim Aitchison’s book Cutting Edge Advertising he writes about advertising’s 8 greatest lies and one single truth. Here are the liesLie #1 : You must have a unique selling propositionLie #2 : You must offer a rational benefitLie #3 : Humor doesn't sellLie #4 : You must have a memorable sloganLie #5 : You must have a logo in the adLie #6 : You must show the product in the adLie #7 : Every ad in a campaign must look the sameLie #8 : Creative ad don't sell Some CDs might argue with the one lie or the other but no CD in his right mind would argue with the one creative truth Aitchison proposes:Every ad must have an idea in it. And that is what you have to keep in mind when you evaluate your creative ideas for ads. If you have an idea which can be made bigger, go for it. If it is only visually nice or a one off, scrap it, it’s not worth the effort.
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