How To Make An Iconic Ad
Tuesday, April 5, 2011 at 9:06AM
Matthew Bywater

Yesterday on The Morning Show we had a review of some of the most iconic advertisements of all time. Certainly there is a lot to choose from, but I think it is more important to focus on what made them so iconic and how we can use these strategies for our own brands and advertisements.

There are 4 Steps to Creating an Iconic Ad must -

1. Contribute to the consumer's self-expression and personal identity
The advertisement must resonate with the target audience and more particularly with how they would like to portray themselves. This could be a link to their past (the reason why retro has become so popular) or how they see themselves in an ideal world.

2. Be simple and repetitious enough to be absorbed easily

We are all bombarded with thousands of messages a day. If an ad becomes too complicated or needs to be explained, it won't easily be assimilated in the brain and will therfore be easily forgotten. It takes the average human at least 8-9 viewings of most advert's before they wil be remembered - so if the ad fails to make enough impressions on an individual through repeated exposure, the ad will not be assimilated.

3. Be courageous enough to create something different (extraordinary) from the industry norms

All the truly iconic ads were created by stepping outside the norm, this requires great courage and fortitude. A safety first approach will land you right in the middle of the cluster - your only way out here is a big budget. Be couragous, take a chance!

4. Tell a great story

Tell a story that people will re-tell. Not only does this give you viral potential, it also has the power of memory reinforcement, because when someone re-tells a story they tend to remember the message much longer.

Below is the clip from yesterday's show, along with a few selected iconic ads.



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Article originally appeared on Matthew Bywater | Marketing Strategist & Media Commentator (
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