In advertising, the idea is everything. It’s the foundation upon which every successful campaign is built. An idea is the spark that grabs our interest and enlightens our journey through a communication. A memorable hook on which everything hangs.
A memorable hook is what separates an ad that fades into the background from one that sticks in your mind. Whether it’s clever wordplay, relatable comedy, or deep desire, the key is to make your audience feel something. This emotional trigger is what makes them think differently about your product or service, nudging them toward action.
A strong idea doesn’t just sell a product; it changes the way people see it. It could be the humour that makes them laugh or the desire that makes them long for something they didn’t even know they needed. What matters is that it sparks an emotional response.
In the words of Rory Sutherland of Ogilvy, "The problem with logic is it kills magic." And he’s right. The most effective ads aren’t the ones drowning in data but those that tap into something deeper. They resonate because they connect on an emotional level, not just an intellectual one.
In the world of creative agencies, it’s easy to get lost in the numbers. Metrics and data can guide you, but they shouldn’t dictate the idea. Inspiration and instinct are often the real drivers of creativity. A great idea doesn’t come from a spreadsheet; it comes from a gut feeling, a flash of insight, or a moment of inspiration.
A strong emotional hook isn’t just a nice-to-have; it’s essential. Without it, even the best-crafted message risks being forgotten. But with it, your brand has the power to not just capture attention but also to change minds.
In the end, data alone can’t fuel the creative fire. It’s the power of an idea - born from instinct and driven by emotion - that will withstand the test of time.
Damian Connop
Damian is Founder & Creative Director at G&V. If you'd like to connect and discuss how G&V can move your brand forward then please do get in touch.
