My rejected advertising ideas

29 Apr

The world will never see or hear or read or admire or award any of these ideas.


Elementary, my dear Watson, these are rejected ideas buried in the annals of advertising briefs. (a small detour here, the aforementioned phrase is false as the character of Holmes in the none of the books have ever said it. He did say Elementary in the story “the crooked man” but never the full phrase).

So why try to bring to life the dead ideas?

I have not written anything for a long time and am unable to think of anything, so I thought let this be the post for today.

Moreover these ideas had amused me then and might not be bad for another chuckle.

Disdainfully Rejected Idea No. 1:
Product: Mint
To take you back to the genesis of this idea. We were working to reposition a mint brand. The brief from the client was to break the clutter and research showed that the purchase is one occasion linked (immediately after smoke), impulse or an exchange for loose change. The time gap between the intentions to action is minimal or to say it simply what matters is TOMA. And TOMA is linked to advertising and POP visibility. Damn this is getting too academic, coming back to the idea, the problem was any possible position was already occupied – more attractive to opposite sex, fresh breath, throat etc etc. So we had an option either to say the same thing with a different creative expression or find something new.
My thought was that the benefit of the product is well established, the solution is to find a creative expression which is so absurd that it will stick through sheer amusement. But the idea need to be linked to the core product benefit of fresh breath.
So I proposed XYZ Mint means long happy life – Eat this and live long.
I had an irrefutable logic to the whole thing.
It is proven fact that people who have more friends and have an active sex life (ignoring the hazards of AIDS) live longer.
Now lets ladder.
Ladder 1: Mint -> fresh breath -> Pleasant personality -> more friends -> long life
Ladder 2: Mint -> fresh breath -> Attractive -> more Girl friends -> Active sex life -> long life

Add them and you will be lead back to the starting point of long life.

Ahem, now you know too why it was rejected.

Scornfully Rejected Idea No. 2: No preamble here straight to the creative line-
“Men who wear jockey will never understand bra-burners”

Contemptuously Rejected Idea No. 3: Isn’t it time you guys gave me a promotion?

I think I have embarrassed myself enough for a day. But beware there are millions more such “hall of shame” ideas which you would can be subjected to if you don’t leave some nice comments here.

And if you upset me, such ideas would infest your comment posts to ruin your blog.


One Response to “My rejected advertising ideas”

  1. sadak chhap May 13, 2008 at 2:21 pm #

    No Comments…

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