Stop Trying to be Right

I am a firm believer that advertising is never black or white, that it is made up of infinite shades of grey from which it is impossible to ever get a completely correct campaign. Such a thing does not exist, and even if it did, that does not mean it would work or be taken to heart by the public.

From a planning point of view we can say 'has this worked?' or 'has this changed behaviour?', but we have to remember that advertising is both a creative industry and a sales industry.

What do they have in common? Neither have an answer that is perfect for everyone. No salesperson will have a patter that everyone responds to, not even the best in the world. Just as no creative will ever work for every single person. It's just impossible, we don't work that way as human beings.

There are great ads that have done extremely badly, just as there are good ads that have done unbelievably well. Sure media spend plays a part (Go sodding Compare), but there is never a guarantee that good creative means success.

In a perfect (hah) world Weetabix would be flying off the shelf right now and people would be buying car insurance from Compare the Market; while DFS and Gillette would be going bust.



Our job is to get as close to the theoretical sun as we can, both creatively and effectively. We should never try to be perfect as it cannot happen.



This is another reason why I believe in flexible thinking. If a creative has an idea that isn't on brief but is potentially better in ther ways, we shouldn't throw it away. Sometimes this even justifies post-rationalisation; if you have a random idea that is very good, should you spend another 3 weeks trying (and maybe failing) to get something a little bit better, or do you spend the 3 weeks making the current idea work brilliantly, and fitting it into a sound strategy?

Of course, having seen some clients holding full creative pitches at 48hours notice; maybe we all would get closer to perfect if we had more time... but we need to know when to stop searching and start developing.

Always a Woman

If you would like an example of how to make great traditional advertising, look no further than the latest John Lewis ad from Adam and Eve.

You have a well defined and well realised target audience. A nicely thought out idea. Well written creative. A client who understands advertising. A good production budget and good direction.

Spot on.

John Lewis - Never Knowingly Undersold

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I have a confession

Despite feeling like there is some interesting thought behind it, and despite being an interesting idea; I just don't feel any warmth towards the new Kingsmill campaign.

It seems like a good idea that has been lost somewhere along the way, and ended up being too long, too complex, and with quirkiness that has faded into weirdness.

It's a shame, as there is a lot of potential here to be saying something different around bread. The idea can be taken into lots of areas, they have already started doing Vox Pop versions, though a batch of B3TA style responses might affect that.

I think its just the execution here that is lacking for me.

Bless You

Richard Huntingdon is back with a great piece on multiple routes and Tissue meetings.

Whilst there is nothing wrong with Tissue Meetings, I do worry that being asked to do multiple routes regardless of need is wrong.

A: It means the agency might be wasting time they could be spending on the best idea.
B: It means the client could be wasting money on ideas that aren't right just so they have more than one to look at.

As one planner here mentioned the other day: "I would never take anything into a meeting that I wouldn't want the client to buy."

Ideas That Sounded Good at the Time...

...but two celebrity changes later and some script alterations, and we have cringeworthy material.

To be fair, the ad does a good job of selling the comfort and cleanliness of the brand; but Lenny Henry really doesn't suit it, and the 'punchline' is just enough to make you shrivel up like a hedgehog watching The Office.

Everything is premier but the price... a nice if unoriginal idea. A case of "how can we differentiate ourselves from the 5 other 'nice but cheap' hotel brands out there.

Better casting and it may have worked a lot better...

Super Simplicity

Simplicity is a virtue that is too often ignored in advertising.

It is however, no coincidence that many of the great campaigns we treasure are those which are simple at heart. They may have big budgets and expensive filmography; but the concept is easy to understand.

Sony's Bravia ads. Big budget, elaborate visuals; but a clear as day message: Colour like no other.

Its so much easier for people to remember, and act upon simple ideas. Which is why I love the work of Julian Burton. A guy who goes into big companies and helps the workforce understand the strategy and direction of the company through painting.

Its wonderful stuff.

Maybe that should be an ad test. If you can't paint the idea, it shouldnt be made.

(thanks to the wonderful 33 Thoughts by BDO Stoy Hayward)


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