It sounds like a new state-of-the-art digital offering built exclusively for the advertising industry, but a quirky new product which is becoming a surprise success further proves that the simplest ideas really are the best.
The Ad Pad, a blank paper pad with a hand-drawn black border on each page - saving the sweat of creatives doing it themselves - has captured the attention of advertising agencies and courses up and down the country. The A4 and A3 pads are designed to speed up the ideas process by removing the fuss for creatives of drawing the famous outside lines.
The product comes with an added air of mystery - the creators have chosen to remain anonymous, insisting they want the idea to stand up in its own right before revealing their identities. Describing themselves as "three close mates with over 20 years' experience, currently working at two regional agencies outside London", the rest is, for now, top secret.
The Ad Pad told The Drum: “In an age where anyone can have a business idea and launch it themselves, we wanted to create something that was industry specific, something for creatives like ourselves – and if you’ve ever scamped an ad, you’ll know just how important that little black border is.
"We’re keen to promote the place where great ideas truly start and prove that every page is an opportunity. It’s the first in a line of new products under The Ad Pad name, and we can’t wait to launch the others.”
The product was designed, produced and launched on Twitter in September, and it has already proved a hit with agencies such as BMB, AMVBBDO, Texas and Anomaly London. Advertising courses at Bucks University, City of Glasgow College and EdgeHill University are also on board.