Advertising Hack 05 : Power of Association

When I was in class 5, my parents weren’t too happy with my performance at school. I had little interest in textbooks and classes. At school, I was waiting for the classes to end so that I could play an hour of cricket with my friends. After school, I was either occupied with mystery novels or comic books. Eventually, my class results started to deteriorate. And obviously, my parents got a tiny bit worried about that.

Interestingly, that situation started to change when I started hanging out with one of the top students of my class. My mother became more hopeful about my results because I think she felt that I might pick some good habits from that friend of mine.

Or in other words, after I associated myself with the top performer in my field, expectation surrounding my performance started to change for the better. I was in fact taking advantage of brand association.

In the world of advertisement, such power of association works really well. That is where the next rule in the series of 11 comes into the picture because this particular rule is all about association.

Agency: Grey Global Group, Singapore Client Service: Irene Ong, Jenny Ong, Jimmy Teo, Cindy Khaw Creative Directors: Koh Hwee Peng, Justin Lim Art Directors: Nick Tan, Koh Hwee Peng Copywriter: Justin Lim Photographer: Ric Tang / Shutterbug Retoucher: Jimmy / Eye Candi Courtesy: http://adsoftheworld.com/
Agency: Grey Global Group, Singapore, Client Service: Irene Ong, Jenny Ong, Jimmy Teo, Cindy Khaw, Creative Directors: Koh Hwee Peng, Justin Lim, Art Directors: Nick Tan, Koh Hwee Peng, Copywriter: Justin Lim, Photographer: Ric Tang / Shutterbug, Retoucher: Jimmy / Eye Candi, Courtesy: http://adsoftheworld.com/

Method 5: Power of Association

Visual Driven Ad

Modality:

  1. Identify the benefit/harm the product in question is going to offer
  2. Identify the performer who is best in providing that benefit
  3. Associate your product with that performer through visuals

In my case, the benefit I was seeking was better academic performance and the top performer in that field was the class topper (it actually worked, though not then but in a different context with a different person). In the marketing world, for every product, there is a class topper the product can associate with. That is why speed is often portrayed by showing a sprinting Cheetah, fragrance is depicted by showing flowers, and so many other attributes are promoted with unrelated yet relevant elements. The following is an example of that:

Advertising Agency: Ogilvy & Mather Advertising Hong Kong Executive Creative Directors: Simon Handford, Sandy Chan Creative Director: Alvin Lim Associate Creative Director / Copywriter: Richard Sorensen Art Directors: Alvin Lim, Sonny Tjahjadi Account Team: Jason Pan Retoucher: A Thousand Eyes Published: December 2012 Courtesy: http://adsoftheworld.com/
Advertising Agency: Ogilvy & Mather Advertising Hong Kong, Executive Creative Directors: Simon Handford, Sandy Chan, Creative Director: Alvin Lim, Associate Creative Director / Copywriter: Richard Sorensen, Art Directors: Alvin Lim, Sonny Tjahjadi, Account Team: Jason Pan, Retoucher: A Thousand Eyes, Published: December 2012, Courtesy: http://adsoftheworld.com/

Beijing Sports Radio tries to focus on the excitement a sport can bring to viewers. To exemplify their strength, they compared the perceived benefit with what one would get if s/he was present in the stadium.

More Examples of the Power of Association:

Advertising Agency: Grey, Toronto, Canada Chief Creative Officer: Patrick Scissons Copywriter: Patrick Scissons Art Director: Yusong Zhang Photographer: Eden Robbins / Sugino Studio Account Supervisor: Laura Rovinescu Advertiser's Supervisor: Shannon Watts Planner: Malcolm McLean Agency Producer: Vikki Kuzmich Producers: Sarah Gheriani, Taeko Yamanouchi Retoucher: Miho Matsuoka Courtesy : Adsoftheworld.com
Advertising Agency: Grey, Toronto, Canada, Chief Creative Officer: Patrick Scissons, Copywriter: Patrick Scissons, Art Director: Yusong Zhang, Photographer: Eden Robbins / Sugino Studio, Account Supervisor: Laura Rovinescu, Advertiser’s Supervisor: Shannon Watts, Planner: Malcolm McLean, Agency Producer: Vikki Kuzmich, Producers: Sarah Gheriani, Taeko Yamanouchi, Retoucher: Miho Matsuoka, Courtesy : www.Adsoftheworld.com
Advertising Agency: Abbott Mead Vickers BBDO, UK Executive Creative Director: Paul Brazier Art Directors: Andy Clough, Sonny adorjan Copywriters: Diccon Driver, Richard McGrann, Milo Campbell Art Director: Alan Wilson Photographer: George Logan Retoucher: Tony Swinney Published: April 2013 Courtesy: www.Adsoftheworld.com
Advertising Agency: Abbott Mead Vickers BBDO, UK, Executive Creative Director: Paul Brazier, Art Directors: Andy Clough, Sonny adorjan, Copywriters: Diccon Driver, Richard McGrann, Milo Campbell, Art Director: Alan Wilson, Photographer: George Logan, Retoucher: Tony Swinney, Published: April 2013, Courtesy: www.Adsoftheworld.com
Marketing on the Mark
Advertising Agency: Ogilvy & Mather Advertising Hong Kong, Executive Creative Directors: Simon Handford, Sandy Chan, Creative Director: Alvin Lim, Associate Creative Director / Copywriter: Richard Sorensen, Art Directors: Alvin Lim, Sonny Tjahjadi, Account Team: Jason Pan, Retoucher: A Thousand Eyes,Published: December 2012, Courtesy: www.adsoftheworld.com
Marketing on the Mark
Advertising Agency: Grey, Toronto, Canada, Chief Creative Officer: Patrick Scissons, Copywriter: Patrick Scissons, Art Director: Yusong Zhang, Photographer: Eden Robbins / Sugino Studio, Account Supervisor: Laura Rovinescu, Advertiser’s Supervisor: Shannon Watts, Planner: Malcolm McLean, Agency Producer: Vikki Kuzmich, Producers: Sarah Gheriani, Taeko Yamanouchi, Retoucher: Miho Matsuoka

This advertisement hack is part of the series “11 Advertising Tricks that make good ads great”. More entries on this series can be found here : Before and AfterLiteral ExpressionPower of Absence and Exaggeration

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