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Uncensored CMO

Advertising creativity in times of crisis

32 min • 21 november 2022

The most returned guest in Uncensored CMO history, Orlando Wood, is back. He made a brief cameo last episode but I wanted to dive deeper into creative styles that work in difficult times and if you should re-use old creative.

What we covered in this episode:

  • How Hovis proved the power of wear-in with an almost 5 Star
  • Creative inspiration from an ad that is almost 50 years old
  • How the romantic era is reflected in the Hovis ad
  • The role of the right-brain in capturing attention
  • What covid taught us about creative wear-in vs wear-out
  • The accidental creative experiment that occurred during covid
  • Proof that ‘wear-out’ is a marketing myth
  • The difference in campaign length between the US and UK
  • How right-brained features perform better in recession
  • Why Christmas 2022 Advertising is the best yet
  • The role of nostalgia in difficult times
  • How Kevin the carrot delivers consistent 5 Star success
  • Great creative shouldn’t just be for Christmas
  • The power of fluent devices in advertising and re-using old work
  • Orlando’s top 3 tips for investing in a recession
  • How good advertising can support price increases in recession
  • How brand building helps you come out of recession better
  • Orlando’s top 3 tips for making creative work in a recession
  • Why focussing on character, incident and place make effective creative
  • The role of humour in difficult times
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