Reverse Engineer the Strategic Idea

Watch the following campaign spots and try to reverse engineer the creative idea down to a single strategic idea. NOTE: you cannot use the tagline or key messaging points as the strategic idea.

Volkswagon: Get In. Get Happy
Oreo: Wonder if I gave an oreo to you
Lowe’s: Never Stop Improving
Tide: Talking Stain
Liberty Mutual: Responsibility. What’s your policy?
GE: If I only Had a Brain
Intel: Handshake
IKEA: Living Together