A good ad is a great performance, or at least it should be.

Creating a great ad is a thing of beauty. Even today, in the world of multi-media and the web, a well-crafted ad is something to be appreciated. Unfortunately, we are beaten down each day with some of the worst ads known to man.

So, what makes a great ad? Good question.

I could say, great copy, excellent photography and solid design, but I won’t. I won’t because it takes more than these things to create an ad with staying power.

I could also talk about the rules – but rules are made to broken, so I won’t talk about that either. What I will talk about is the performance of an ad - the ability to connect with someone before the turning of the page. A good ad does this. It comes to life, capturing the imagination of those who come in contact with it.

The performance comes from a carefully crafted ad that helps dictate user experience. It has hidden cues that tell us what to read, and how to feel. And hopefully, it leaves us thinking about it once the curtain falls, and we move on to another experience.

In all honesty, this performance is not always possible. As advertisers, our primary goal is to communicate information, sell products and deliver messages. At times, it is what it is. But that does not mean we shouldn’t try. The effort alone to reach out and connect with a consumer means more than not trying at all.

A great headline can change the world, or at the very least, change the way someone thinks. A great image can liberate the soul and a great design can save us all.

Ok, I may have over done it with the last few sentences. A great ad is simply that – a great ad. In the big picture, it seldom means more than that. But for those who depend on that ad to sell a product or deliver a message – well, when it’s successful, it’s a work of art.

Michael Russo
Creative Director
The Russo Group