Deep research sparks the brightest advertising ideas

When a team at Ogilvy & Mather first took on the Mercedes account, they didn’t dive straight into glossy images. Instead, they flew to Stuttgart and taped weeklong interviews with engineers. In a narrow lab lit only by fluorescent tubes, they learned that Mercedes engineers had painstakingly tuned the engine mounts for a smoother ride. A young copywriter noticed a casual mention of an electric clock being the noisiest component at 60 mph. That off-hand fact became a headline that turned heads in the United States.

Much like students cramming before a test, agencies often skip this step. They mock “busywork” and cut corners—and miss the one detail that could transform a bland brief into a big idea. But when you speak directly to what makes your product unique, you leapfrog competing ads that only scratch the surface.

I might be wrong, but consumers instinctively sense when an ad springs from genuine expertise rather than guesswork. Grounding your creative in thorough homework isn’t just methodical, it’s persuasive. Research in cognitive psychology tells us that storytelling anchored in concrete details holds attention longer and builds trust—turning curious glances into lasting customer loyalty.

Start by carving out an afternoon this week to gather every piece of product literature you can find, from spec sheets to blog posts. Set up brief chats with two colleagues who know the product best, and ask them one simple question: “What makes this product matter?” Then, reach out to five real users—maybe friends or customers—and jot down the exact words they use to describe what they love or hate. You’ll see themes emerging, ready to spark your next creative breakthrough. Give it a try tonight.