What makes an advertisement memorable? This new book unravels the creative processes behind some of the most original and effective campaigns of recent years. Author Mario Pricken showcases hundreds of examples of international advertising from a wide range of media including books and magazines, billboards, television, movies, and the Internet. Clearly presented and accessible, each chapter highlights different practical methods for creating original and unforgettable advertisements, from finding the elusive "big idea" to reworking classic techniques. The selection covers award-winning work from some of the biggest and most influential names in the industry such as J. Walter Thompson and Saatchi and Saatchi, along with exciting young agencies such as London-based mother ltd. All brilliantly demonstrate a fascinating range of approaches including innovative ways of visualizing concepts, the art of illusion and paradox, using metaphor and analogy, and deploying shock tactics and humor. Interviews with luminaries such as John Hegarty, Chairman and Creative Director of BartleBogleHegarty, provide invaluable insights into the working practices of top agencies. Creative Advertising will prove to be an indispensable book for designers and art directors. Over 500 color illustrations and photographs.