Imagine if some of the world’s most iconic television advertising campaigns were launched today. Apple’s famous “1984” Super Bowl commercial would need to be reworked for small screens. Budweiser would bolster its “Wassup?!” commercial with an advanced targeting strategy and social media components. And Don Draper’s “I’d like to buy the world a Coke” would still be memorable, but would it work in 30, 15 or even five seconds?
Many of the “big ideas” behind legendary TV ads are universal. But, no matter how brilliant the original concept, the advertiser would still need to contend with the realities of today’s fragmented media landscape. Let’s look at a few best practices using well-known commercials from the past to illustrate the new demands on brands and their creative partners.
1. Understand your audience
The first, and most important, step in building a creative strategy is the same today as it was years ago: understand your audience. What has changed is how we go about this task.
Today, brands need tools for accessing and analyzing endless data so they can understand who their customers really are. In doing so, many brands may learn that their audiences have evolved over time, or discover that they have a secondary audience they haven’t focused on before.
The humor in Wendy’s “Where’s The Beef” ad, for example, transcends gender and age and reflects the fast food restaurant’s bold brand voice. Wendy’s still gets mileage from it by referencing the campaign on Twitter. But, had the campaign been
Read more here: https://marketingland.com/reimagining-classic-ad-campaigns-for-a-multi-screen-world-261576