Be among trailblazing marketing pros at Brandweek this September 23–26 in Phoenix, Arizona. Experience incredible networking, insightful sessions and a boost of inspiration at ADWEEK’s ultimate brand event. Register by May 13 to save 35%.
It's OK to be antagonistic in your ad. Just make sure it's sympathetic, too.
That idea—that attack messaging works when it also resonates with viewers—was among those kicked around at Adweek's "Shock and Awesome: How to Do Provocative Advertising Without Turning People Off" panel during Creative Week on Tuesday.
"You see 10,000 ads a day as a consumer. You look up at them sometimes and say, 'That's kind of dumb,' " said Kevin Brady, the Droga5 group creative director on Newcastle Brown Ale's recent "No Bollocks" campaign, which included an out-of-home ad last month mocking an adjacent Stella Artois billboard's use of the word chalice.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in