How Do You Know When It’s Right? (Part 2)

What makes an advertisement that sets the creative standard for years to come? Bruce Lee, Chief Creative Partner of IPNY, shows why when it’s right, it’s right.

IPNY, Inc.
Todo en uno
New York, Estados Unidos
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Bruce Lee
Founding and Chief Creative Partner IPNY, Inc., New York


What is great creative? How does it work? Why does it work? How do you know it when you see it? So much depends on unexpected emotional communication – and that’s what this brief course is about. We made these five one-minute videos (and more to come) as much to help clients understand the nature of great creative ideas as to inspire creatives to go for those hard-to-reach ideas. 

Video Two shows how to share a human truth that gives your brand an emotion, as in this unforgettably moving and widely copied breakthrough.

You can view part one of this series here.