It’s all been done before

12 Apr

The ad concept you’re looking at has been done before. Everything has. That doesn’t mean it’s ineffective. Consider:

• It could be new to the category.
• It could be new to the target audience.
• If it’s been done in art (book, movie), it doesn’t count. Art and advertising serve two different purposes and are experienced differently by people.
• Last time it was done, it could have been poorly executed.
• Something about this place, this time, this person, could make the idea seem new or more impactful.

The danger about “That’s been done before” is that it leads to complicating the idea, dressing it up to make it somehow different or personalized. Simple, insightful ideas executed well will always have the best chance of breaking through.

True love has been done before. Doesn’t mean squat to the way I feel about my wife.

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5 Responses to “It’s all been done before”

  1. sgoth April 12, 2011 at 2:35 pm #

  2. Amy April 12, 2011 at 3:53 pm #

    First off, that video response: Awesome!

    Second, people like familiarity. If it is too different from anything that anyone has done before then no one would be able to relate.

  3. andmerson April 12, 2011 at 3:56 pm #

    I especially think this is true with the emergence of social media.

    Changing the medium is enough to keep me interested. I don’t need to see a new medium and entirely new ideas.

    Ps. I hope your wife is getting a copy of this post!

  4. Murray Kirk April 12, 2011 at 4:14 pm #

    Imagine finding another planet in the universe just like earth, who wouldnt think, WOW? How many musical covers are at least as good or perhaps even better than the originals, just sayin 🙂

  5. Shane April 12, 2011 at 4:23 pm #

    Amy:
    Yes, I think the execution has to be different enough to stand out, but the idea must still ring “true” (that ability to relate you mention)

    Andrea:
    Old idea in new media, yes, that could work.

    Murray:
    I know just what you mean. Sometimes I look in the mirror and wonder, what if…

    Thanks for the comments all.

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