The Big Idea

“Basing ideas on personal life experience or observing others can help make your ad ideas relevant to others’ lives.” (Ch. 10, Page 6) There is no man or woman on Earth who doesn’t want to live an enjoyable life. A person strives for happiness, and enjoys celebration. The idea for the “Have Fun” campaign is relatable to a broad audience, encouraging people to just celebrate life. It will create a strong emotional connection with people through desires that are shared by the entire market.

The ads will show average, mundane situations brought to life by a single celebratory element, occurring in part due to Martinelli’s Cider. The ads would transform boring, everyday life into something amazing and novel. They would feature such situations as classes, sick days, and even doctor’s appointments being brightened up by celebratory elements.

“Carried through any campaign, there must be a distinct core idea, an underlying central concept or related ideas—one could call it a theme (a distinct recurring, unifying idea) or story. That core idea is communicated through the visual and verbal relationship in each individual ad unit in each medium, where a part of the brand story is told in each medium.” (Ch. 10, Page 4) The theme here is that life is something to be enjoyed, and can be, for better or for worse, if you have some small, bright thing to help you celebrate life itself. Any day can be brightened up by adding a little bit of celebration. Life is something with which to have fun, and Martinelli’s is there to help make life bright.

“In advertising, slice-of-life format is a drama showing a realistic portrayal of life, featuring everyday situations to which average people can readily relate.” (Ch. 7, Page 10) People will be able to relate to the many situations posed, because they will be problems many people have encountered throughout their lives. The strategy is for them to recognize the situations, and realize that with a change of attitude and a bit of celebration, life is exciting and fun.