Mountain Dew-Key Learnings

• Picking the best creative is an act of interpretation, projecting the implicit meanings that the audience will create when they watch the ad.

• Evaluating the ad required perceiving the ad from multiple perspectives- from brand’s historic equity, from consumers cultural understandings, and from the campaign’s communication code.

• Another important aspect to keep in mind is how symbolism is built into the creative and how brands can make use of popular culture in their advertising to create cultural value.

Creative Decision Filters

Brand Filters

Is framing of brand benefits compellingIs expression of brand symbolism aptWill the ad resonate with target culture (s)

Creative Decision Filters

Communication Filters

Is the Creative engaging, simple, creative?

Does it integrate product into story?

Creative Decision Filters

Campaign Filter

Does it provide for effective extension of campaign equities?

Does it incorporate the brand symbolism?