Big ideas are fresh and provoking ideas that hold a viewer’s attention.
They stimulate the mind and–many times–stir the emotions. Big ideas are simple and easy to understand. They are not lists of benefits.
In 1983 Ogilvy wrote, “I doubt if more than one campaign in a hundred contains a big idea.” It’s still true today.
These campaigns have big ideas:
What are your favorite big ideas? Please feel free to leave a comment with a link to the ad or jot down your thoughts on the ‘definition of a big idea.’