Squeeze the subway. Squeeze it one day. In charge of a gate, a girl because are cutting off the card so behind a girl, be to block of girl's mouth issued the "Chi" sound, Chinese know that this "Chi" mean is impatient, at once I don't want to: when we came in a who also not forgive the s who? The subway channels in a plane advertisement into my view, and copywriter wrote, now into the net, filling 50 yuan, send 50 yuan, the picture is a red coat, the long hair floats, his hands, one leg after become warped, smiling and feet rolling countless black ball, see the advertising creative, I don't understand, don't know what they did, this picture originality and filling 50 yuan, send 50 yuan have what relation? What black ball is what mean? Left to don't understand, hurried into the subway car, half the world is full of all kinds of incredible and at sea. Through the window, and saw a: picture a car, a big zebra, zebra head wearing a helmet, headline four word "le outside the city", what do you mean, outside are the zebra? This car is outdoor sport utility vehicle? Now you don't ride change by the outside? Do the creative advertising people must be nasty: don't you understand advertisement? We didn't mean that, you again carefully see the rest of the text, we know that we mean. You big artist strange, I with what you write a closer look carefully small copy? I give you the most creative attention time is 10 seconds, this or because after all, we also calculate half a colleague, give you face, and I think the general public might also give your advertising five (5) seconds time, five (5) seconds to see what's what, understand how much is how much, remember how many is how much, I saw the zebra wear insurance cap, remember the zebra, but they don't know why you with zebra to do image? If for the image good, good memory, I see just do a "zebra car" creative well, car body directly spray on the zebra grain, not cool, a selling point? Out of the subway, into the building, into the elevator, and to a: picture a lie to listen to music on headphones for the girls, girls in front on a computer, copy of eight characters, "free TingHai, no joy not do", the advertising creative what mean? We just met a creative director, he said, the girl on the blue carpet is not the sea? See beside him lay several shells and sea star? Oh, that is, o sea scene is to say? The creative director said at home can TingHai lay by the sea. I said, ah, how is the creative director ah, I thought this notebook is waterproof? Looked intently notebook is lenovo brand. Suddenly thought of a meeting a Peking University professor said one: before the AD of how good association, "the world lost association, humans will how to", you see again now they do, who also can say their slogan, people say "lenovo, even want to also don't want to". Even want to also don't want to, it is a HuaQuanXiuTui "routines originality", now of the artist not all that right, made a word, made a screen, building a concept, and whether it precisely intuitive, but probably about, look can also, have so a little something on the line, and whether consumers get understand, creative expression to does not reach the designated position, a even advertising people can not understand the creative or a good idea? A public more looks to the confusion of originality can have much use for that? Advertising creative, not "advertising long jump", you can have a narrative thinking, you can diverge, can be integrated, can bound, as you can imagine, can imagination, can be good to be true, but there is a must to obey: jump can, but not far from the topic, without boundary. Creativity is the purpose of direct simply your ideas on to consumers, your intentions, meaning, meaning tell consumers come straight to the point, black is black, white is white, black and white. This is the most important to come straight to the point, both officials or the people, the newspaper or Internet, whether advertising or literature, like the be clear at a glance to come straight to the point of less and less. So advertising to remember this creative thinking eight word: come straight to the point, be clear at a glance. Think back to the above three creative, a larger than a jump very far, believe that effect also is a ratio a bad, especially lenovo this, maybe it is doing the ads are also white do, too around, too far, too not by the spectrum. Maybe, somebody else was MeiPu, still rely on what by? Conveniently also to our advertisers caution, be sure to let people perceive you really have the heart of things, and is not to place a seemingly professional actually careless of artist frills. Sooner or later, the overhead.