Innovation in advertising can be a blessing and a curse. On one hand, innovative ads can put a company on the forefront of the consumer’s imagination. On the other hand, leaving your product to the mercy of a consumer’s imagination can lead to some unintended consequences.
Of course, innovation is entertaining. When awards season rolls around once more, companies spare no expense in making a splash in the market. Just think back to the most recent plethora of SuperBowl ads; “puppy-monkey-baby” sounds more like a mess of spaghetti against the wall than a calculated approach to increased sales. Regardless, executives love to flex their agency’s creative wings when the moment comes. Whether they fly high or not is never as simple to predict as it first seems.