Why is it that TV ads are so predictable these days? Pretty much every car ad still features a car speeding along a long and winding road. If you see an ad featuring white fluffy animals, you can be sure it's an ad for toilet paper.

This week, we're diving into the world of advertising cliches and category conventions. I had the pleasure of speaking with Samira Brophy, a Senior Director of Creative Excellence at Ipsos, a global research firm dedicated to understanding how advertisers can be more effective.

Samira and her team have explored the 'cultivation of conformity' in advertising, where campaigns often gravitate toward the 'safe' and 'familiar.' But they've also uncovered something quite remarkable: the power of empathy and creativity to transform these cliches into something 'familiar yet refreshingly original.'

Samira says great advertising is just like great stand up comedy. The funniest jokes are often those where we sit back and think, “That’s so true, but I’ve never thought about it that way before”. Familiar, but fresh.

In our discussion, we delve into why advertisers continue to lean on these cliches, and more importantly, how breaking free from category conventions can infuse campaigns with a sense of creativity and empathy, resulting in advertising that truly resonates and delivers significant commercial uplift.

I hope you enjoy the show!

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