From Nike’s era-defining “Dream Crazy” to KFC’s heralded “Hot and Spicy”: 2018 was a really strong year for the advertising industry, creatively.
And, if the next 12 months or so are nearly half as good as the previous 12, then we’re in for a real treat. But what does 2019 have in store, we hear you ask?
Well, while we can’t give you the exact answer, we can give you our best predictions as to what it might have in store. Because, of all the creative trends to look out for this year, these are the five that you should be most excited about…
#1. Press Ads Will Press Forward.
An apology ad with attitude from KFC
— richard shotton (@rshotton) February 23, 2018
2018 was a great year for great press ads; a trend we expect to see go from strength-to-strength in 2019, too. All you have to do is look at KFC’s now iconic ‘FCK’ apology ad in The Sun and Metro, to see the power and earned-media-potential of a creatively-clever, precisely-positioned press ad. And, even though the proclamation that “print is dead” seems to be our industry’s most fashionable one; brands who take this statement at face value in 2019 do so at their peril.
#2. We’ll Dig It All with Digital.
— S3 Advertising (@S3Advertising) August 11, 2018
As Digital Out of Home (DOOH) inventory expands, so too does the potential for head-turning creative. Thanks to increasingly incredible, innovative digital technology, brands and agencies now have access to increasingly incredible, innovative creative canvases; the boundaries for which we expect to be pushed more and more over the course of 2019. Why? Because – as our campaign for USW last year showed – nothing creates instantaneous cut through, quite like well-executed DOOH.
#3. Brands Will Go (Then Grow) Back to the Future.
— E! News (@enews) August 21, 2016
Nostalgia, retro and vintage can hardly be classed as new trends within the creative industry: the success of Netflix’s Stranger Things and Maniac – as well as the resurgence of clothing brands like Fila and Kappa – evidence of this. But as more brands recognise the power of old in attracting new audiences, there’s every reason to believe that 2019 will be nostalgia’s standout year. That said, expect to see a lot of older fonts and design features such as neon lettering this year.
#4. Saying Less Will Actually Say More.
— PR Examples (@PRexamples) March 5, 2018
This is one we’re hoping – more than actually predicting – to see in 2019: brands who keep both their design and copywriting smart yet simple. On a daily basis, consumers are exposed to so many cluttered, noisy ads that look and read like carbon copies of each other; clever agencies and brands, therefore, understand the value in standing out by doing the opposite. Less is more and, whether it’s a provocative headline or minimalist design, the power of understated cannot be overstated – something brands like McDonald’s (above) clearly understand.
#.5 More Activity Surrounding Reactivity.
— Chanel Avias-Brustel (@ChanelAvias) October 11, 2018
As with nostalgia, reactive ads aren’t anything new within the advertising industry; but with Brexit looming and political tensions at an all-time high, we predict they’ll spike as a result. Paddy Power, Ikea and Specsavers have long been the masters within this domain; if Banksy’s shredded painting saga was anything to go by, however, it’s safe to say that more brands from more industries will flex their creative muscles by tapping into the zeitgeist this year.