The Big Idea

“A big idea is a solid, creative, on-brand idea that is large enough and flexible enough to be used effectively across media for a period of time.” (Advertising by Design by Robin Landa, Chapter 5 pg. 68) Let’s look at the Acura RLX so far… It’s a Flagship Luxury Sedan, in the price range of 40,000 plus, comes with top of the line features including p-aws. “Before advertising comes a core branding idea—the idea that imbues a brand or group with character that differentiates it and builds a relationship with the audience.” (Advertising by Design by Robin Landa, Chapter 4 pg. 49) The concept I chose is growth and change. I don’t necessarily mean physically but more along the lines of mental growth. You have gone or will go through a lot changes in life. For example, your first relationship, your first day of college, to your first “real” party, and your first time for a lot of other things.  You went through a lot of awkward changes but the most important thing you learned a lot. In other words you became older and wiser. Except through all those crazy changes and not so awesome moments there was something with you. What? , you might ask. Think about it. How did you get there? Your first car or more like your parent’s car and eventually they just gave it to you. It was beaten up, a little outdated and a sore eye to look at, but at least it had a working stereo. You never complain because it always got you to your destination. It was a connection only you two shared. It was their through the good the bad and the ugly. “Seeing a situation, brand, organization, product, service, or behavior from a different perspective (reversal) can help stimulate ideas.” (Advertising by Design by Robin Landa, Chapter 3 pg. 36) I think this concept will bring a different comical perspective to my car ad because it’s more relatable to people.  ”Stories are a way for people to communicate and relate. In the course of a day, each of us tells stories to connect with others, to work things out, as a way of explaining what happened or what we are thinking and feeling. Some of us may even read or tell a bedtime story, a traditional tale or legend, or a literary tale.” (Advertising by Design by Robin Landa, Chapter 3 pg. 41)