Previous post rehash:
What's the Big Idea?
Is it just me or are the ads on telly getting more and more visually complex and obscure in their role as communication - and is this a result of an indulgence that has gone unchecked for far too long? Have we reached the equivalent of Planning and Advertising Prog Rock I ask myself?
I know that there are some brand films that are crystal clear in what they are trying to achieve but I do find myself wondering whether there is an idea at the heart of it or merely just an exercise in executional technique. I fancy those making them are more interested in the ‘look’ of the piece than whether it actually sells anything.
Which makes me think of this:
Which leads me to ask this:
Does it make you want to buy the product or service?
Scary Thought for creatives?
Do we have the right Creative Brief and do we really need one?
1) What is the Business Objective?
And I think that an ongoing conversational exchange with the creatives about these things before and after the brief is written would go a long way to getting better and more effective work for our clients.
Get rid of the brief AND the proposition?
So, what can we learn from other disciplines?
Modernism and simplicity:
If you look at the work of people like A.M. Cassandre (absolute genius IMHO) he used simplified geometric forms that gave birth to a whole new visual vocabulary: contrast, tension, balance, and space. And it is 'space' that intrigues me the most.
Contrasts of scale and value can lead to really dynamic compositions when used with care. Krone and Grace were told by Bernbach for example to make the cars in the VW ads either very big or very small. And boy that changed the game forever and I think we need to do something similar or we will have just lost any credibility as ‘creative business partners’ in the way that the heroes of the past did.
Have we reached ‘Advertising Prog Rock’?
There is a dearth of real insights and floppy thinking about the role of communications at every turn in most agencies. Surely most of this can be sorted by planning – but where’s the rule book for that currently? Perhaps we are just bored. Mark Earls reckons this is due to the mechanisation of creativity within agencies – a topic I shall cover later this month – he has a good point I think.
Solution: Advertising Punk Rock?
Final thought: Negative space = cut through
A quick example from the man himself - George Lois for Wolfschmidt vodka - perfect in every way I think - lots of space inviting you in - tells you everything that you need to know about how you should/could drink the vodka with panache and style and the language is that of the ‘insider’ – you get it straightaway. Great stuff without the frills. More please.
Wolfschmidt Vodka ad by George Lois - great use of negative space