Entertaining and inspirational, Creative Advertising is a 'must have' for all designers, art directors, copywriters, and students of advertising – in fact, for anyone who makes a living from good ideas and for whom creativity is the key qualification. 

Unravels the creative processes behind some of the most original and effective campaigns of recent years, showcasing over two hundred examples of international advertising from media including magazines and billboards, television, cinema and the Internet. 

Highlights different methods for creating original and unforgettable advertisements, from finding the elusive ‘big idea’ to re-working classic techniques. Covers award-winning work from some of the biggest and most influential names in the industry, alongside exciting young agencies. All brilliantly demonstrate a fascinating range of approaches including 



• Ways of visualizing concepts

• The art of illusion and paradox

• Using metaphor and analogy

• Deploying shock tactics and humour



Includes interviews with international professionals, providing unique insights into the working practices of top creatives.

'A bargain buy ... Mario Pricken has assembled a great collection of truly distinctive and original advertising ... inspiring' - Media Week

What makes an advertisement hard-hitting and memorable? Unravelling the creative processes behind some of the most effective campaigns of recent years, this new edition of "Creative Advertising" showcases over 200 examples of international advertising from a wide range of media. All brilliantly demonstrate a fascinating range of approaches, including ways of visualizing concepts, the art of illusion and paradox, the use of metaphor and analogy, and the deployment of shock tactics and humour. Entertaining and inspirational, this remains a vital book for all designers, art directors, copywriters and students of advertising in fact, for anyone who makes a living from good ideas and for whom creativity is the key qualification.

Mario Pricken is a creative director and direct marketing consultant who trains creative teams from advertising agencies and marketing departments.