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The Hook 3

Published on Nov 18, 2015

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1.

THE HOOK

SOME METHODS THE CREATIVE TEAM USE WE'D LIKE TO PASS ON
Photo by Thomas Rousing
2.

DO YOUR PROMOS STAND OUT?

OR JUST DRIFT ALONG IN THE AD-BREAK?
Photo by Frau Böb (buuusyyyy)
3.

DO LISTENERS NOTICE YOUR SPONSOR CREDITS?

Photo by betta design
4.

YOUR PROMOS / CREDITS NEEDS A HOOK!

SO THAT LISTENERS CAN PICK THEM OUT AND GRAB THEM!
5.

YOU NEED A HOOK

TO LIFT YOUR PROMOS / CREDITS UP IN THE AD-BREAK AND GET THEM NOTICED!
Photo by ataferner
6.

CREATIVE DEPARTMENT

Photo by crsan
7.

THERE WERE GOOD ADS

  • But many were bland
  • Boring
  • I was as guilty as anyone
Photo by tobo
8.

OFTEN WE JUST PACKAGED OFFERS UP

I DID IT. IT WAS QUICK, EASY, MOVE ON TO THE NEXT ONE.
Photo by RLHyde
9.

EXAMPLE

  • Offer: BMW 1 series just 199 down then 199 a month
  • Package it as "Williams BMW Big Deal Weekend"
Photo by marcp_dmoz
10.

EXAMPLE

  • Up to 30% off carpets!
  • Becomes "Bogans Carpet Bonanza"
Photo by Hindrik S
11.

EXAMPLE

  • Sometimes we go straight into the offer, or service.
  • "Accident that wasn't your fault? Call Paul Rooney Solicitors".
Photo by Chris Yarzab
12.

WAS THAT ENOUGH?

Photo by Leo Reynolds
13.

THE HOOK

  • We all agreed that every script we write should have a hook
  • Something that makes the commercial get noticed
Photo by Kaptain Kobold
14.

THE HOOK

HOOK YOUR LISTENER IN FROM THE FIRST FEW SECONDS OF YOUR COMMERCIAL
Photo by Mr Strangestain
15.

CREATIVE TEAM EMBRACED THE HOOK

  • Shook hands with client using a pirate hook!
  • Placed hook on clients desk!
  • Sent hooks out to clients!
  • Clients understood it!
Photo by tim7423
16.

WE STARTED TO USE THE FIRST PART OF THE AD

TO HOOK THE LISTENERS IN
Photo by grodt1987
17.

SOMETIMES OVER HALF THE AD IS A HOOK

Photo by Ben Andreas Harding
18.

ADS SOUND GREAT!

THANKS TO THE TEAM THE
Photo by db Photography | Demi-Brooke
19.

SPONSORSHIP AND PROMOTIONS

Photo by Adriano Agulló
20.

TIME CONSTRAINTS, BRANDING, BUDGET

CAN OFTEN FORCE US TO TAKE THE EASY OPTION
Photo by La curiosidad mato al Gato
21.

EASY OPTION

  • "We've teamed up with...."
  • "All next week you can win...."
  • "To celebrate the launch of...."
Photo by josémaría
22.

WE ONLY HAVE A FEW SECONDS TO GET THE LISTENERS ATTENTION

MAKE THE MOST OF THAT TIME!
Photo by wwarby
23.

30 SECOND PROMO

THE FIRST 10 SECONDS AT LEAST, SHOULD BE THE HOOK
Photo by tommaync
24.

BILLY SMART CIRCUS

FIRST 14 SECONDS WAS TOM CAMPBELL'S LAUGH
Photo by def110
25.

HOOK EXAMPLES

  • Sound-effects
  • Voice
  • Music
  • Theme
  • All of them together - Billy Smarts Circus
Photo by Protocol Photography
26.

BILLY SMARTS CIRCUS

  • Circus theme
  • Circus music
  • Ringmaster voice
  • Humour
  • 4 types of hook in one promo.
Photo by The Facey Family
27.

HOOK RULES

  • Should always relate to client or product
  • Not random, just to get attention
  • Random hooks confuse the listener
  • Relevant hooks......
  • Help the listener understand the offer
Photo by Leo Reynolds
28.

DON'T JUST TAKE MY WORD FOR IT

MOVIES USE HOOKS
Photo by suanie
29.

CHILDREN OF MEN

OPENING SEQUENCE
Photo by vgm8383
30.

CHILDREN OF MEN

  • Black screen with voice
  • "Youngest person on the planet"
  • London looks strange
  • Explosion
  • All in first 2 minutes
Photo by andy z
31.

TV ADS USE HOOKS

NEW VODAFONE TV AD
Photo by j.borras
32.

VODAFONE

  • Warm, non-sales voice
  • Dramatic images
  • 60 seconds long
  • Doesnt mention "Vodafone" until 55 seconds in!
Photo by Defence Images
33.

STILL NOT CONVINCED?

Photo by Werner Kunz
34.

YOUTUBE

Photo by ptrlx
35.

WHAT'S THE FIRST BIT OF ADVICE THEY GIVE ON MAKING A VIDEO?

GO ON.....GUESS!!!
Photo by Joe Shlabotnik
36.

Untitled Slide

37.

TAKE A CLOSER LOOK!

38.

NOT JUST PROMOS

  • Tweets
  • Facebook posts
  • Links
  • Same rule applies
Photo by Robert S. Donovan
39.

BUT DON'T FORGET THE BRIEF

Photo by IPhilVeryGood
40.

THE BRIEF

  • Who are we talking to?
  • What do we want them to do.
  • Why should they do it?
Photo by Daniel Dudek-Corrigan
41.

BRIEF NOT GOOD ENOUGH?

SEND IT BACK!
Photo by Debarshi Ray
42.

GET THOSE CREATIVE JUICES FLOWING

Photo by Thomas Rousing
43.

MIND MAPPING

Photo by chadbrooks
44.

PASS IT ON

  • Each person write one idea on a sheet of paper
  • Pass it on to your left
  • Build on the other persons idea
  • Pass it on again until you fill the paper
  • Loads of ideas
Photo by JaseCurtis
45.

POST IT NOTES

STICK EM UP, MIX EM UP, BE INSPIRED!
Photo by cambodia4kidsorg
46.

MAGAZINES

  • Buy magazines to do with your client
  • Car mags, wedding mags, home improvement
  • Rip out pictures, stick them on a wall
  • Can help inspire ideas
Photo by luciano.martins
47.

WHATEVER METHOD YOU USE.......

Photo by kevin dooley
48.

YOU CAN DO IT!

Photo by *vlad*

Dave Monk