Do Something Different.
Advertising should excite. That's how you stand out. Creating anything less than an absolute firecracker definitively grows the pile of monotonous junk. Ads that excite and then teach are worth their weight in gold. Now we're talking.
Black Friday advertising seems to highlight some of the worst of what we're capable of creating. The circulars showcase which retailer has shaved a few more cents from a loss leader and what time you'll need to wake up in order to cash in on the savings. Nobody talks about quality - nobody talks about benefits - nobody talks about anything but prices. There are no brakes to pump in Black Friday messaging. Enter the headline "Don't Buy This Jacket" and a real reason to do so.
That's why I think this ad is so interesting. It ran as a full page in The New York Times. Click here to take a look at the blog post from Patagonia and to view the whole advertisement.
Do something different, because you are something different.