Why Ordinary Is So Last Season in Creativity

Let’s face it: nobody remembers the wallflower. In the world of creativity, the ordinary might pay the rent, but the extraordinary gets the applause. Think about it—can you recall a single Whirlpool commercial? Now, how about “Just Do It”? Exactly.

Extraordinary ideas stand out because they tap into something visceral. According to a 2022 study by the American Psychological Association, unexpected and bold concepts are 42% more likely to trigger emotional engagement. Translation? People feel something. And when they feel something, they remember it. Ordinary creativity, by comparison, tends to be safe—and safe is just another word for forgettable.

Take the classic example of Apple’s 1984 Super Bowl ad, directed by Ridley Scott. It was strange, futuristic, and honestly, a little unsettling. Yet, it changed the game for tech marketing, proving that breaking the mold doesn’t just grab attention; it sets trends. Now contrast that with...well, name one Dell ad. We’ll wait.

Extraordinary ideas don’t just win hearts—they win awards. From Cannes Lions to the Clio Awards, bold creativity is what stands on stage holding the trophy. These accolades don’t go to campaigns that play it safe or blend into the background. The grand prize is reserved for those ideas that make people stop in their tracks, think deeply, or even laugh out loud. Just ask the creators behind Old Spice’s “The Man Your Man Could Smell Like” or the viral success of Dove’s Real Beauty campaign. Their campaigns didn’t just get noticed; they got celebrated—and that's the beauty of extraordinary.

Of course, being extraordinary has its risks. Not every wild idea hits the mark. Remember the infamous Kendall Jenner Pepsi ad? The brand tried to tap into social justice themes but landed squarely in cringe territory. That’s the thing with extraordinary ideas—they’re either unforgettable in the best way or burned into your brain for all the wrong reasons.

But here’s the kicker: even flops get people talking. And in a world where a scroll lasts half a second, that’s worth gold. So go ahead, take the leap. Because ordinary might keep the lights on, but extraordinary lights up the world.