AdHack Ad Creative Brief

8 steps to ad creation.

Problem Statement

A simple statement that identifies the business problem the ad is attempting to solve. The more focused and clear the business problem, the more likely the ad will solve it. (maximum 60 words)

1 — Goals

What is the desired outcome from the ad. An action? A perception? Create a numbered list. Arrange the list by priority. Remember, more goals means each one is more diluted. Great ads tend to be focused on one clear goal and have one key message. Say it and show it.

2 — Audience

Who does the ad to matter to? Focus only on the key attributes of the people you want to reach. Be very specific. Only list the attributes that make the ad relevant. This might be one of (or more) a mindset, a profession, an anxiety, a habit, a location, a trait.

3 — Context

An ad has two contexts: to its client (ad buyer) and to its audience (ad target).

Client context: how does the ad fit into a larger picture for the ad buyer? Is it part of a campaign or strategy? Does it fit with past ads? Is it a new direction?
Audience context: how will the audience encounter the ad? How might that change from the first encounter to later encounters? What about other ads for the same product? Consider competitors’ ads, the physical space, the timing of the ad and anything that influences perception and action.

4 — Promises

An ad has two promises: ad promise (form) and product promise (content):

Ad promise: what does your ad promise to deliver its audience? The audience should know how the ad will end (though not the ending) from the first impression.
Product promise: what does the product promise to its users? This should be the lasting impression of the audience. Could be blunt and explicit (no more leaks!) or soft and suggestive (you'll only become a real man with our product).

5 — Proof

How does your ad deliver on your product promise. This could be a simple and person — here’s what happened to me — or can be external and explicit — 4 out of 5 dentists. It can also be negative proof of the consequences of not using a product (deodorant, vitamins).

6 — Character

What tone does the ad strike? Is it an insider or outsider? Is it loud or quiet? Aggressive? Comfortable? Peaceful? Energetic? What feeling do you want to create in the audience encountering the ad? Make the character of the ad match the rest of the brief.

7 — Requirements

What requirements must be adhered to? This can include technical (must be a certain duration / resolution / dimension / etc.), legal (cannot show people drinking the beer) and practical requirements (Hamburgler never speaks, he just says, 'Rubble, rubble.').

8 — Extensions

How does your ad extend to additional executions? How else could this ad appear? What other opportunities are available — events, packaging, other media, follow-on ads. How does the ad evolve? Sometimes these alternate scenarios become winning scenarios. If you can't win with reason, win with volume.