Sometimes when ordinary things are energized, they turn out to win extraordinary attention and hit on positive emotional nerve notes that catch attention and get people talking. The case is the same for creativity in advertising too. Sophistication is good, and has its place in creative works; but when ordinary creative thoughts are put on steroids, they evoke amazing results.

That is exactly the advice of Film Craft Lions Jury President Prasoon Pandey, Ad Film Maker at Corcoise Films, at Cannes Lions 2024. At the 2024 Cannes Lions Festival of Creativity, seven (7) Lions winners used very mundane concepts and injected creativity into them, and that made them become outstanding. These seven include laxative brands, concrete companies and car insurers.

Could it Be That Easy?

Oh yes, it could!! The Hexal laxative brand, for instance, cleverly tackled the discomfort of constipation by employing a humorous approach. Through a collection of clever radio commercials, the brand utilized humorous nature-based euphemisms, and a narration style reminiscent of David Attenborough, to effectively address the issue. This demonstrated the power of humor in drawing attention to a particular product advantage.

AAG’s Observation from the 2024 Cannes Lions Festival of Creativity

Advertsing Association of Ghana.