‘An insight is a penetrating observation about consumer behavior that can be applied to unlock growth’ is a great way to describe an insight from an advertising perspective. Very often it manifests in viewers nodding in agreement with a particular human behaviour. Jeremy Bullmore once asked: ‘why is a good insight Like a refrigerator? Because the moment you look into it, a light comes on’. And there is a difference between sharp observation and an insight. For example, ‘people consume chocolate bars to satiate small pangs of hunger’ would be an observation. But when you say, ‘when small hunger pangs strike people tend to be irritable and act weird’ it can be used to unlock growth, as witnessed in the long lasting Snickers ‘you are not you when you are hungry’ campaign.
The power of the Snickers campaign is that it can be extended to theme ads as well as tactical ads based on current events. In this context, the latest tactical ads based on Valentines Day are just as good.
Agency: BBDO. Via.