Creative teams often suffer from the same three blind spots
From identikit ads for small businesses to the same outdated image of the over-60s, creatives need to look beyond the obvious and stop falling into the same old traps.
Advertising creatives have blind spots – collective ones – that lead them to converge on curiously similar solutions for certain targets, tasks or media. It’s as though they can see the challenge only fuzzily, like driving while peering through an old sock.
Unsure of where the guardrails are, and fearful of the sheer drop beyond, they steer rigidly by the tail lights of the driver in front – who, in turn, is doing the same.
Here are some of the blind spots I come across most often – followed by some thoughts on how marketers can work harder to provide a bit more illumination.