In one of our podcast episodes “Parlons peu, parlons pub”, Nicolas Bordas talks to us about insight.

“Communication works on a truth that is drawn from insight, that famous consumer truth, which is a bit of the French translation of what is called insight in Anglo-Saxon countries, meaning something that people will judge as true.”

Generally speaking, advertisements that work well are those that win support. They do not need to totally reflect reality but rather be plausible.

In another podcast episode “Parlons peu, parlons pub”, we spoke with David Colon who talked to us aboutreal effect.

“Images, in general, produce what Barthes showed in his famous article, a real effect, meaning that‘they create the illusion of reflecting reality. And this characteristic is accompanied by another fundamental characteristic which is that, unlike writing, images do not have to overcome the series of cognitive barriers that have been established by our education.”

Manufactured images are designed for each individual to recognize themselves and thus appropriate what is shown to them. They act like a mirror.

Thus, the projection into reality is facilitated because we have the impression that these images are a reflection of real life, the one we lead. We saw this during the Covid period, whether it was on advertising posters, videos, or social media content, the appearance of people wearing masks was increasing. It was the everyday life of everyone.

Insight is therefore at the heart of advertisements. It will be the foundation of the good idea, the proper orientation of the message.

2 NICE EXAMPLES OF ADVERTISING WITH STRONG INSIGHTS

OUTHORSE YOUR EMAIL TO ICELAND’S HORSES 

The boundaries between professional life and personal life sometimes tend to blur. Even during your vacation, you continue to receive emails, slacks, and whatsapps. The flow of information and notifications never stops, does it? Yet, you would really need to enjoy your vacation and some disconnect time.

Inspired by Iceland, well known for its communication campaigns with always very accurate insights and used with humor, offers its tourists a funny solution: its mythical horses will take care of answering your emails. Meanwhile, you will enjoy the beautiful landscapes of the country, the enormous waterfalls, and chill moments in hot springs. 

HAPPYVORE

100% plant-based meat is developing and offers a delicious alternative to vegetarians and flexitarians. Like the brand “La Vie”, HappyVore offers protein-rich products that serve as substitutes for animal meat. Often challenged during meals in groups or with family, non-meat-eaters have a tough life. The copywriting of the hooks of these advertisements plays on this insight.

Source: Rosa Paris' LinkedIn account