Even Ads Must Play According To The Rules.

4 min. reading

Ads that work respect certain rules. For instance, they speak the truth, they're simple, and they help people choose what will work best for them. The way such ads are created and their essential ingredients are revealed by our colleague, art director, and creative director Jirka Kubík.

How would you describe your work in a way that people outside of the field can understand?

It’s probably the most difficult part. People who aren’t in close contact with advertising or marketing think you’re from another world. Even though you’re trying to present it as understandably, universally, and thoroughly as possible, just one thing will pop into most people’s minds: “This is Jirka, he makes websites.” A friend of mine has gotten smart about it and introduces me like this: “... he’s a wizard and does something with advertising, but don’t ask me what.”

„Golden rule #1: People only remember one thing.“

That’s why I usually say my work helps a product or service succeed on the market; and, because my work is mainly creative and design, I will add that I make it look exquisite!

What do you need for your work?

I’d say a head, a pen, a notepad, and a computer. However, it’s a little more complicated than that. In order for me to carry out my work well, I need a good team, because my work is based on the information and knowledge of each member. Then, it’s software, the internet, and contacts. Motivation to never give up when things aren’t going smoothly; being brave enough to present creative concepts, and always having the motivation to find the best solution and creative processing. As I’m thinking about it now, I’d probably be able to describe a whole page of things I need, but these are the fundamentals.

Are there certain rules or principles that you follow for each order? Which ones clearly define your work?

There are mountains of rules so high you could ski on them. At the beginning of each project, probably the most important thing is not being afraid to ask - the client, your colleagues - even if it may seem like you're out of your mind. But, because we’re all different and we all perceive our environment differently, it’s important to make things clear and find a common language. 

„Golden rule #2: Get a great idea and simply process it.“

Then, before the computer, I start working with pen and paper. That way I can think about my work better before I make a line, and erasing requires more work than pushing some keys on a keyboard. There are several more rules on which creativity and design are based. To me, the most important is: Get a great idea and then simply process it.

You’ve been working in advertising and communications for over 20 years. Could you tell us what has changed, and on the other hand, what has remained the same? What is of the biggest value in the field?

Mainly, media and technology have changed. Today, you can see it most often with online projects. I can be working on something for multiple months and when I’m done with it, it already feels old. After all, even my colleagues and I are like those online projects (laughing). What doesn’t change much is marketing as such. There are some rules that are above everything. There are about twenty of them and it pays to stick to them.

Can I go ahead and ask you what those are?

Among others, you will find that it’s better to be first on the market as a leader rather than waiting to have a better product than others. Another one is that marketing, rather than being a battle between products, is a battle about how those products will be seen by their customers. Or, that the foundation of success is finding a functional and unique message that will represent the service or product. It can only be one word - the simpler the better. To come up with one is paradoxically one of the most complex jobs of the creator.

„Golden rule #3: Speak the truth. People are smart.“

Everyone knows how to describe what it does in a few sentences; by shortening and “cleaning it up”, it is hard to find a way to cram all those thoughts and presentations into one short sentence. And, another accurate rule has just come to mind - honesty pays off: the customer is not a fool. Just a hint of honest negativity in marketing is taken positively by customers. For example, the fact that “we don’t have to be first on the market to know that our product is of the highest quality… “

And then, it’s the approach to work. What I consider to be the most valuable thing in the field is the ability to deliver one piece of information to the customer because he/she won’t be able to remember much more. The willingness to learn new things will just make this value shine.

So what is this functional communication like?

It’s the one that fulfills the customer’s requirements. They are slightly different each time, depending on the type of product or service and also depending on who is on the other side - the customer. Thus, each communication is different. The best is when the ad communicates with its customer in his/her natural world; where the customer feels best and the communication inspires or surprises him/her in a positive way. A very important rule of successful communication is that what the ad is delivering to the customer must be true. 

How do you respond to the statement “ads don’t affect me”?

I usually keep silent. There’s no point. What will you tell a person who smokes half a pack of cigarettes a day but “has it all under control and can stop anytime”? Ads are everywhere; they're part of our everyday lives without us even realizing it. There are so many products on the market nowadays that without ads, people wouldn’t be able to choose from them. But then again, we still all use old-fashioned soap just like our grandmas’. 

Jiří Jirka Kubík.

More than 20 years of experience in advertising. Winner of many prestigious awards and prizes. A member of the Art Directors Club Of the Czech Republic since 1998. For the last few years, has worked for advertising agencies in Canada. He likes smart ideas and simple message. His philosophy is: Think first, design later.