It has become so difficult today to find a truly simple yet great ad.
Clients are as difficult as ever, as a result, the creative team can
become frustrated and in the end, nothing really remarkable is made.
Isn’t is so simple to blame the client for our shortcomings though? It
really is, but the truth is, it’s rarely their fault, not if
everyone does their jobs accordingly.
You see, our jobs as creative types is to come up with original ideas
adapted to a specific campaign. At this point, we go crazy; coming up
with many, and I mean MANY different ideas that we filter before
presenting them to the client. From this point on, it’s all about the
pitch, how you present the idea. You could have the best concept ever,
but if presented poorly, it won’t even pass the first wave.
But let’s be optimistic here, let’s say one of your ideas passes and,
naturally, you’re very happy. Next step: production and design. We do
our jobs, make things look pretty and whatnot and then… it happens.
Something we, in the advertising field, all fear…. We receive…
terribly written copy. It’s happened to all of us before, at least once,
if you’re lucky that is.
It has become incredibly difficult today to find good copy in great
ads. Is it because great copywriters have become rare, or is it because
we don’t let them work their magic? I guess it’s different in every
situation but the fact of the matter is; your ad will fail if your copy
is poor. It’s sad really, quite unfortunate, but it’s a team sport, we
can’t do everything ourselves. If you come across a good copywriter,
don’t let him out of your sight, because it’s quite possible you might
never meet another again.
Am I exaggerating? You bet, that’s what we do in the advertising
field, we blow things out of proportion to get a point across! But in
all seriousness, it’s tough to find good copy in ads these days, so when
it happens, it always brings a smile to my face. Take a look at these
VW ads. Truly amazing copywriting/concept, they really live up to the image of
VW that we’ve grown used to in the past decades. Hats off to the
copywriter.
Advertising Agency: DDB, Paris, France
Creative Directors: Alexandre Hervé, Sylvain Thirache
Copywriter: Patrice Dumas
Art Director: Aurélie Scalabre
Creative Directors: Alexandre Hervé, Sylvain Thirache
Copywriter: Patrice Dumas
Art Director: Aurélie Scalabre
- Be phenomenally abnormal -
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