Imagine you are a creative director – easy for some of you.
You’re sitting in your pitch area, listening to a few of your team run through their scripts for a client’s new product brief.
The first 2 have all the messaging right but you’re really struggling to stifle a yawn, maybe it’s just too warm in here?
The third one has come armed with a sound track and some key frames and you sit up straighter as they run through their idea. It’s captured your imagination and you’re thinking this could look bloody brilliant…
Then your CD hat falls over your eyes and you get that sinking feeling – it doesn’t really include the new product message its supposed to. What do you do, try to retrofit the brief? Wedge the message in? Do you pitch it as a brand ad?
We’ve all had occasions when the idea is brilliant, just not the best vehicle to carry the message that was briefed. Sometimes you can play with it until it works. Sometimes you take it to the table and your client catches your enthusiasm and agrees to bolt the message on the end.
Either way, the cracks show in the finished product.
Its not an easy call to decide who’s doing the driving, the idea or the message: Cadbury’s Gorilla is classic of an idea without a message, Ronseal stands out as a message that’s not dressed with much idea.
They can both deliver, but for an ad to be really effective they need to integrate seamlessly so as viewers we see them as one.
Have a look at this ad for Mercedes called Welcome. It was done by Merkley & partners in the US this year.
Check out the stunning sound design and imagery in the first 80 seconds, then the shiny new message and joke reprise at the end.
What would you have done?