Research has established the crucial role of ad creative in determining ad impact. A fascinating – and provocative – presentation shows that an analysis of art history can helps us re-think ad creative and increase its impact.
Is there a connection between The Adoration of the Shepherds (Domenico Ghirlandaio, 1485) and a Geico ad? Yes – said Orlando Wood (System 1) at a recent ARF Insights Studio, “Where Has All the Advertising Gone?”, moderated by Scott Macdonald (ARF) with discussant Janet Hull (IPA).
We recommend viewing the video of this presentation for a delightful tour through the periods of art history and discover how art influences ad creative. Importantly, the presentation shows that ad creative has moved away from a “whole brain” orientation and that digital creative in now dominated by “left brain” creative – which the author’s data suggest makes ads less effective.
Here is the link to the presentation and to the video.