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Book review: 100 Ways to Create a Great Ad

1 min, 48 sec read
9:45 AM | 17 September 2014
by Jim Compton-hall
   •       •    Read later
Become an FR Writer

"100 Ways to Create a Great Ad" is the brand new, just released book by Tim Collins that promises to help creatives crack even the hardest of briefs.


100 Ways was born after Tim noticed that many award-winning adverts could be categorised into different writing, visual or concepting techniques.

Every double page spread is a new technique, from reveals to long copy, challenges to illusions, and comparison to testimonials.

For each technique you'll find a short few paragraphs about what it is, the benefits using it and how it's been used before. Alongside that are three example adverts.


It might be difficult to get super excited about what is essentially a list, but the author has done advertising creatives a great service here. 

Stuck on a brief? Run down the contents page and try to come up with an idea for every technique. You'll very quickly be inundated with great stuff. And if that doesn't work, the three hundred award-winning, legendary and genius adverts in the book are sure to inspire you.


Other people may find it interesting, delving into the patterns of advertising, but advertising creatives will absorb all the practical value of this book. Read through it once, and then keep this book by your desk for quick and easy inspiration whenever you need it.


100 Ways will set you back £22.50 (though students can get 35% off if you sign up to Laurence King's mailing list). There are plenty of great advertising books out there for less than that but you should definitely consider investing in this for instant inspiration in the future.

It's not something you'll read once and then leave it to gather dust. It's more of a tool to help you throughout your career. And it's uniqueness as a resources trumps other books you may have on your wish list.


If you're an advertising creative, you'll instantly recognise the benefits of 100 Ways to Create Great Ads. Tim Collins' anthology of advertising techniques is sure to help you overcome any creative ruts and inspire some great ideas.

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