Simplicity, simplicity, simplicity – Henry David Thoreau said it in the 19th century and it is still a good mantra for today. Thoreau probably wasn’t referring to a modern day advertising campaign, but his philosophy applies nonetheless. Maybe it’s a print ad or perhaps a 30-second TV spot, but regardless of the production, simplicity is never a bad idea, and it never goes out of style.
Keeping it simple is particularly helpful when you are trying to maximize your budget. If you have an enormous marketing budget like Apple or Nike does, then this might not apply to you. You can afford to try some really avant-garde work, run it for a couple weeks, and then change on a dime and do something else entirely. If you’re a smaller outfit, though, it is important that you invest your advertising dollars wisely and conservatively.
You can create an effective message without hiring Jon Hamm to do your voiceover or paying Romero Britto to paint your billboard. Tell your audience who you are and tell them why your product or service is better than the rest, and keep it simple; they’ll get the message.