The structure of creative advertising shares a lot with the structure of a joke. First there’s ‘The Setup’; usually a sequence of slightly confusing imagery that distracts you from the idea that you’re even watching an advert. Then comes ‘The Punchline’; the product, slogan and payoff are delivered, making sense out of the misdirection created in the setup. The net psychological result is inception. The mind adds emphasis to the product because it’s something that makes sense out of something else that’s confusing. The product is more easily remembered because it’s marked as useful information in your head, and you’re more likely to feel good about it, just like you would the punchline of a good joke.

Now though, there’s a new kid in town – The Macro Ad. A style that starts with tight shots of the product and continues to show every detail of it from all angles. It’s Bauhaus at its best, and the closest you get to a lifestyle image is the hint of a coffee table lurking in the background, or a person’s fingertips as they present the unit to you.

What’s refreshing is that you instantly get a feeling that this style of ad is special because it’s not like the others. Right from the start you know what it’s an advert for, and because they’ve done away with the misleading setup, you’re left with a sense that this brand is more straightforward and trustworthy than the others; a message that’s even backed up by the soundscape, usually featuring some light plonking on the piano, or tapping woodblocks.

But how far will this style go? Will it remain the style of choice for high-tech brands (who like it because it can make complicated actions look simple), or will it spread to other industries? After all it’s hard to imagine a perfume ad that doesn’t play into people’s expectations of grand artistic vision. One thing is clear however, if a style is about bucking a trend, its days could be numbered. If we start to see more and more Macro Ads, then the clarity, honesty and simplicity that comes with them will be diluted.

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Mankinis and exploding ugg boots... why not?

From storyboarding to the creative build, the focus of this Heatworld ad was to keep everything punchy, crazy and exciting.

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