The script is just a safety net
Creatives love TV ads. More than the customers they’re designed to appeal to. So what can we do to inspire our creatives, clients and consumers? Quite a lot, says Cam Blackley.
This started out being a bit of a general article, aimed at speaking to clients and creatives but then I realised half the audience was already converted. So attention marketers: “this Bud’s for you.”
It’s sexy to talk about innovation, so let’s talk about TV commercials, and how to be innovative around the creation of them. Because as a marketer you’ll have to justify some pretty staggering figures to ‘make and air’ your spot with acceptable ‘target audience rating point’ rates.
Plus, I figure as marketers in this country we have an addiction to television commercials. So I’m going to stick where the money is and hopefully help us all get more out of it. And let’s face it, until you can ‘achieve reach’ in other medias within our tiny market – TV ads are here to stay. Which is great, because I love them.
But the public, not so much. Or should I say, they don’t love them as much as they could. So let’s see if my thinking can help make the ad break as memorable and entertaining as the content around it.
Crafted TV Ads. Large Budgets. Australia. Ha Ha Ha
I didn’t realise advertising was going backwards.
It’s simple: try thinking outside the box. Australian TV advertising is on-the-nose, riddled with clichés and untouched by originality. And BMF is one of the biggest sinners.
That’s a nonsense. BMF have done some highly entertaining and original ‘content’ that works equally well on TV as it does socially etc. Way better than so much of the mud created online. And a great piece of film like Cam refers to in the Guinness surfing spot is ageless. In fact a few Australian ‘ad agencies’ are creating some pretty good and original film. BMF is one of them.
This comment applies to ‘Eighties called’ too.
Refreshing to read this in an era of disposable, unmemorable stunts aimed to only please jurors. Thanks Cam. Really good article.
the 80s called and they want this article as a jingle.
Hey Anonymous, if that’s even your real name… What the f*ck have you done recently? Been asked to write any guest posts anywhere? I’d love to see more of your work. Must be pretty good, given your willingness to offer opinions willy nilly.
@howdog
Ah, the good old what-have-you-ever-done? Make sure to give your brain a good rest after that epic attempt at using it.
If we did this it would make things better-er I reckon. Good stuff.
Seriously? Responding to trolls? Is your trophy cabinet bigger than your IQ?
“So let’s see if my thinking can help make the ad break as memorable and entertaining as the content around it.”
Err, that’s a pretty low bar, given what’s on free to air TV.
Good one Cam. Nice piece.
@Critic
That makes zero sense, given the very reason people are watching TV is for said content.
Meanwhile, still waiting for anonymous to share some of his/her work…
A great TV ad (or something great that’s filmed) continues to be the most shared work agencies produce.
Facebook posts, apps, some sort of cheap ‘content’, digi stuff etc are all a long long way behind.
From a client’s perspective I couldn’t agree more with CB. The best campaigns I have ever worked on have resulted from trusting creatives to ‘do what they do best’……..the worst from not protecting my agency to ‘do what they do best’.