Foutje, bedankt', 'Goeiemoggel', 'Wij van WC-eend', 'Even Apeldoorn bellen', 'Ik heb zo gezegd geen bommetje!' or 'Not because you have to, but because you can'. These are all expressions from advertising campaigns that are familiar to millions of Dutch people and that have become embedded in our culture. And then there are also advertisements that were so funny that everyone sees them immediately (such as "Think carefully what you do with your last rolo"). How do you come up with such impactful ads, and what makes them so strong? Jaap Toorenaar, our guest today, sat down with the creators of the successful ads. He is co-creator of the Calvé peanut butter commercial with Evert van Benthem, and creator of recognizable payoffs such as the one for NRC Handelsblad, grindstone for the mind. He wrote the book 'How do they think up? Creators of unforgettable commercials have their say'.
Jaap Toorenaar is creative director and copywriter at the Rotterdam advertising agency ARA. He has been in the business for nearly forty years and has well-known phrases to his name, such as "Society. That's you.' for Sire, 'NRC Handelsblad.
Grindstone for the Mind'' and ''A better environment starts with yourself'' for VROM. And he co-invented the commercial featuring the young Evert van Benthem for Calvé.
Rules of thumb
Who wouldn't want that. Millions of people knowing about your campaign. Jaap has listed a few rules of thumb especially for you. This way you can make sure that you might be the next memorable advertisement!
"Start by realizing that creating a memorable advertisement is terribly difficult. Ask your neighbor what advertising Ikea put on the tube. No one knows. There is no car brand right now whose advertising you can spontaneously name. It all comes from abroad. There is no beginning of a thread or beginning of a good idea. If you look at advertisements that people have remembered, they actually always work with a fixed protagonist. Just like television programs. These are also presented by a fixed person."
Curious about the other rules of thumb and examples? Then listen to the latest episode of the Work Professor Podcast.
Links
Check out the book 'How do they come up with it? Creators of unforgettable advertisements have their say'
More about Jaap Toorenaar
Advertisements that are impossible to imagine the Dutch language without
More about the Working Professor
Do you have questions or input? Please contact Wendy van Ierschot at wendy@viepeople.com.
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