This is the third in a series of tips that suggest, if you’re stuck on a brief, you try looking at your problem through someone else's eyes.

Today, Dave Trott - one of the greatest Ad-Men the UK has ever produced.

I like the word Ad-Man, for Dave. Writer doesn't feel right. And nor does Creative. Because as you can read on his brilliant blog, Dave is unashamed about working in advertising, unashamed about selling, and unashamed about doing stuff that is popular. And he doesn't much care about what the industry thinks, as I imagine 'Creatives' and 'Writers' do.

Dave has produced a massive body of work, and would hate to be thought of as having a formula. He doesn't. But although I feel awful reducing his entire career to one tip, nevertheless - just as John Webster was the master of character-creation, and David Abbott was the master of headlines - there is one particular skill at which Dave has no equal. And that is branding.

A proper Dave Trott ad can only be for the brand it is advertising. It's almost as if the man has a pathological fear of misattribution.

Let's start with Ariston.



First thing to notice is that the line can only be used by Ariston. 'Hotpoint and on' doesn't wash. But the real key to its success is that the branding is relevant. That 'and on' is no random piece of rhyme - it powerfully communicates the longevity proposition.

I think Ariston was Dave's finest hour.

(Incidentally, the ad still looks great today, even though it's from the 1980's. Quite radical in its construction too. No logo. No endline. No voiceover.)

Next, Toshiba.



This famous ad was imitated on playgrounds across Britain. The branding is amazingly brutal, but the ad delivers such massive entertainment value, it gets away with it. Plus, once again, the choice of a robot as Tosh (okay, he isn't Tosh, he just says Tosh) reinforces the high-tech design sell of the product.

Finally, Access.



This time around, the product name is not quite as seamlessly integrated as in the last two examples ("Does you does or does you don't take Barclaycard" would be possible, though it wouldn't scan). However, I'm sure you will agree that despite this minor oversight, the ad is once again branded up to the wazoo.

So, what can we learn by reminding ourselves of Dave's branding skills?

Mainly that branding, when used relevantly, isn't just about "making sure people remember the ad is for Brand X" - it makes the sell stronger.

Also that branding need not be a handicap to a commercial ("I can't believe the Client is asking us to mention their brand name twice in the first ten seconds!") Instead of complaining about requests to 'up the branding', try embracing it fully. Maybe it can give you the entire character of the commercial.

One final point - Clients love hyper-branded ads, and it's a trick not many people are pulling at the moment. So if you want to sell more of your work, and stand out from the crowd, it's a 'trick' you may want to consider.

Craft: How To Know If You've Had An Idea; How To Use Social Media; What Would John Webster Do?; What Would Paul & Nigel Do?; The Hidden Flaw; How To Write Copy; Be Funny All The Way Through; How To Do Virals; How To Write Headlines; How To Do Direct; How To Do Radio; How To Do Press; How To Do TV; How To Do Digital; How To Do Posters; Read Iain's Tips; Be Very; Never-Seen-Before Footage; Dicketts' Finger; Two Blokes In The Pub; Play Family Fortunes; Don't Overpolish

Guile: How To Freelance; Beat The Finger; How To Get The Best Out Of Directors; Don't Write Ads, Write Strategies; How To Choose Where To Work; Working Outside London; How To Negotiate Your Salary; How To Get A Pay Rise; Be Wary Of Punding; Challenge The Brief; Tell The Truth; Playing To Lose; Look At Weird Shit; Why You Shouldn't Present To The Client; How To Present To Clients If You Have To; Presenting To The Team; Presenting To The Creative Director; How To Deal With Rejection; Look Creative; Don't Be Afraid To Ask; Your Idea Has To Be 120%; Don't Behave; How To Discuss Ideas; Read Hugh's Tips; How To Get A Job In Advertising Part IV - How To Turn A Placement Into A Job; How To Turn A Placement Into A Job (Ed Morris view); How To Get A Job In Advertising Part III - How To Approach Agencies (re-print of Tip No. 7); How To Get A Job In Advertising Part II - How To Put A Book Together; How To Get A Job In Advertising Part I - FAQ; Make Friends With Traffic; Get Reference; Don't Stop Too Soon; Breaking Up; Working Well With Your Partner; Finding The Right Partner; How To Approach Agencies; Should You Take A Bad Job?

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