When we look at advertisements, we often ask ourselves : what is the big idea here. That is one key parameter that we use to evaluate any ad. Is there a central, big idea that the ad is having? If there is an idea, everything else seems to fall in place. The bells and whistle get added automatically. The execution happens smartly.

If there is a big idea in the brand, then it lends itself to complete dramatization.

However, if there is no big idea, it shows. The execution cannot prop it up. It becomes a product shot in some stody.

So, ask yourself or your agency when they present the ad to you. Ask yourselves when you see all those ads on the Telly. So, what is the big idea?