{"id":3224,"date":"2025-02-20T13:28:16","date_gmt":"2025-02-20T16:28:16","guid":{"rendered":"https:\/\/saccocreativegroup.com\/?p=3224"},"modified":"2025-03-25T13:39:23","modified_gmt":"2025-03-25T16:39:23","slug":"como-usar-los-cliches-una-guia-para-resignificarlos","status":"publish","type":"post","link":"https:\/\/saccocreativegroup.com\/en\/como-usar-los-cliches-una-guia-para-resignificarlos\/","title":{"rendered":"C\u00f3mo usar los clich\u00e9s: una gu\u00eda para resignificarlos"},"content":{"rendered":"
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Cuando pensamos en clich\u00e9s \u2013adem\u00e1s de imaginar alguna escena cursi de una pel\u00edcula rom\u00e1ntica o una frase gastada que te manda tu abuela en una difusi\u00f3n por WhatsApp\u2013 solemos asociarlos con ideas vencidas, f\u00f3rmulas repetidas o frases vac\u00edas que ya no generan impacto.<\/p>\n

Pero \u00bfy si el problema no es el clich\u00e9 en s\u00ed, sino c\u00f3mo usamos los clich\u00e9s<\/strong>?<\/p>\n

Es un gran ejercicio creativo entender por qu\u00e9 funcionan tan bien<\/strong>, qu\u00e9 fue lo que los convirti\u00f3 en clich\u00e9s\u2026 y c\u00f3mo podemos darles una vuelta para que sigan siendo \u00fatiles como punto de partida para una campa\u00f1a.<\/p>\n

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El lado A de los lugares comunes<\/h3>\n

Los clich\u00e9s existen porque apelan a una verdad universal. Nos conectan con experiencias, emociones o ideas que todos \u2013en mayor o menor medida\u2013 vivimos o entendemos. Su mayor virtud es que son accesibles, inmediatos y generan reconocimiento al instante. Esa familiaridad es una herramienta poderosa: exactamente lo que buscamos en una idea que capte atenci\u00f3n r\u00e1pido.<\/p>\n

Por eso, si te est\u00e1s preguntando c\u00f3mo usar los clich\u00e9s<\/strong> sin caer en lo predecible, la respuesta est\u00e1 en reconocer ese poder y aprender a hackearlo.<\/p>\n

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Originalidad vs. conexi\u00f3n emocional<\/h3>\n

En la b\u00fasqueda por la originalidad \u2013o la novedad, la obsesi\u00f3n de nuestro tiempo\u2013 muchos creativos olvidan que el objetivo principal de una campa\u00f1a no es sorprender por el simple hecho de ser distinta, sino conectar<\/strong>.<\/p>\n

Ni la audiencia, ni el cliente, ni tus jefes quieren la idea m\u00e1s disruptiva del mundo; quieren algo que les hable directamente, que genere una emoci\u00f3n, que entable una conversaci\u00f3n.
Y eso, muchas veces, se logra partiendo de ideas conocidas<\/strong>. Por eso es importante repensar c\u00f3mo usar los clich\u00e9s<\/strong> como veh\u00edculos de conexi\u00f3n, no como muletas creativas.<\/p>\n

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C\u00f3mo usar los clich\u00e9s (sin caer en lo obvio)<\/h3>\n

No te estamos diciendo que presentes la idea m\u00e1s obvia del mundo. Lo que proponemos es usar el clich\u00e9 como punto de partida<\/strong>: partir de la emoci\u00f3n que generan esas obviedades y transformar ese lugar com\u00fan en algo con identidad propia.<\/p>\n

Un clich\u00e9 puede ser un mito fundacional, una semilla narrativa o un comod\u00edn emocional. Pero la magia est\u00e1 en lo que hac\u00e9s despu\u00e9s.<\/p>\n

Algunas f\u00f3rmulas para resignificarlos:<\/p>\n

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    Cambiar el contexto<\/strong>: llev\u00e1 un clich\u00e9 conocido a un escenario inesperado.<\/p>\n<\/li>\n

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    Invertir la perspectiva<\/strong>: \u00bfqui\u00e9n es el villano de tu clich\u00e9? \u00bfqu\u00e9 pasar\u00eda si tomamos su punto de vista?<\/p>\n<\/li>\n

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    Sumar humor o iron\u00eda<\/strong>: exagerar hasta el absurdo puede ser una forma efectiva (y memorable) de resignificarlo.<\/p>\n<\/li>\n<\/ul>\n

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    El clich\u00e9 como aliado creativo<\/h3>\n

    En definitiva, si sab\u00e9s c\u00f3mo usar los clich\u00e9s<\/strong> con intenci\u00f3n, humor o estrategia, pueden convertirse en piezas clave de tu idea.<\/p>\n

    Porque, al final del d\u00eda, nuestro trabajo no es inventar lo nunca dicho, sino encontrar nuevas formas de contar lo que todos ya sabemos<\/strong>.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"

    Cuando pensamos en clich\u00e9s \u2013adem\u00e1s de imaginar alguna escena cursi de una pel\u00edcula rom\u00e1ntica o una frase gastada que te.. Read more<\/span><\/span><\/span><\/p>","protected":false},"author":2,"featured_media":3225,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[31,4],"tags":[],"class_list":["post-3224","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-inspiracion","category-marketing"],"acf":[],"yoast_head":"\nC\u00f3mo usar los clich\u00e9s: una gu\u00eda para resignificarlos<\/title>\n<meta name=\"description\" content=\"Te contamos por qu\u00e9 los clich\u00e9s funcionan y c\u00f3mo transformarlos en ideas relevantes y emocionalmente potentes. 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