Question: You work for a creative agency and are aiming to drive awareness for a global beauty brand's new product. How should you connect with potential customers through a video ad?
- Include a specific call-to-action (CTA).
- Avoid humor as it's more subjective.
- Share multiple messages about the many ways this product solves a problem.
- Feature diverse characters that represent your customer.
Explanation
Google’s ABCDs use Connection to guide creative that helps viewers think or feel something. Awareness creative benefits when people in the ad feel relevant and recognizable to the intended audience. Representation can make the brand feel more relatable and distinct in a fast-moving video environment. This supports stronger emotional relevance without shifting the focus to direct-response messaging.
Why the other options are incorrect
Multiple messages: Too many messages can reduce clarity and weaken brand recall.
Avoid humor: Humor is not automatically ineffective when it fits the brand and audience.
CTA: A specific call-to-action is more closely aligned with an action objective than awareness.
Source for verification
https://support.google.com/google-ads/answer/14783551
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