Monday 22 April 2013

Say hello to uncle Chop Chop

Introducing Occam's razor.
It slices. It dices. It littles. It whittles. It trims. It slims
It's something no creative’s toolbox should be without.
Occam’s razor has been purposely designed to help execute your advertising.
Any unneccesary parts, Chop! And they’re gone.
That’s the point of Occam’s razor.
It'll slice through your print ads like a suit in a brainstorming session.
It goes through TV storyboards like a client at a creative review.
Your radio scripts will never run long again!
Occam’s razor is so sharp, even your creative director will approve.
Yes one razor can do all this. 
But wait there's more.
Do you need a tool that’s strong enough to cut through client amendments?
Or maybe you're looking for that edge that'll help you win awards?
Occam’s razor is for you.
So if you want to create beautifully simple, award-winning advertising.
Start using Occam’s razor today.
Plus, order in the next 10 minutes and we'll throw in a set of Occam steak knives. specially designed for your account service's team to cut out the useless drivel from their briefs, free.
What are you waiting for? Order now.

Occam's Razor has been used by scientists for centuries, but when you take a look at it, it's as though it has been custom made to help creatives in the advertising industry.

Occam's razor is a principle of parsimony, economy, or succinctness used in logic and problem-solving. It states that among competing hypotheses, the hypothesis with the fewest assumptions should be selected. (Wikipedia, 2013)

Put another way, the simplest solution should always be chosen.  

"In writing, you must kill your darlings" said William Faulkner. And Occam's razor appears to be the perfect murder weapon. 

One of the hardest things for a creative to do, when they're neck deep in ideas and alternative ways of executing them, is stay objective. 

For a writer when you're in the zone and eloquent prose is flowing through you, it's easy to become verbose and forget you're writing advertising copy. Occam's razor can fix that.

For a designer and art director, the same can be said for making your visuals a bit overwrought. Occam's razor again can help.

Occam's razor is the weapon we can use to kill our darlings. It can aid us in discovering the simplest executions for our ideas, which, according to the theory and all of my creative directors, is the best way to go. 

So, when you're executing your next ad, remember to apply Occam's Razor. It'll help you identify and then kill any superfluos elements. Leaving you with an uncluttered, single minded advert.

Hello uncle Chop Chop!

By Christopher Ott

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