Someone once said that "the problem with a hidden flaw is it never remains hidden."
Very often, when you're writing an ad, you come up with something great, that you love... but you know in your heart of hearts there's one tiny thing wrong with it.
Your partner likes it. Your CD likes it. So you start thinking that maybe the planner, the account team, the client and the director will like it too, that none of them will spot the hidden flaw.
But they will. Maybe they won't say anything because, hey, they all need an ad too. But by the time it gets to consumers, and to awards juries, that hidden flaw will be as visible as a spot on a nose.
Maybe it's just a little bit too close to something one of the brand's competitors has done. Maybe it's an endline or set of words that works perfectly on two levels, but there's just this extra little meaning it can also have, that you don't want, which keeps creeping in to the communication.
Whatever it is, you know what it is. And you're best off bringing it out into the open.
And yes, I know today's Wednesday.
How To Write Copy; Be Funny All The Way Through; How To Do Virals; How To Get A Pay Rise; Be Wary Of Punding; Challenge The Brief; Tell The Truth; Playing To Lose; How To Write Headlines; How To Do Direct; How To Do Radio; How To Do Press; How To Do TV; How To Do Digital; How To Do Posters; Look At Weird Shit; Presenting To The Client; Presenting To The Team; Presenting To The Creative Director; How To Deal With Rejection; Look Creative; Don't Be Afraid To Ask; Your Idea Has To Be 120%; Read Iain's Tips; Don't Behave; How To Discuss Ideas; Read Hugh's Tips; How To Get A Job In Advertising Part IV - How To Turn A Placement Into A Job; How To Get A Job In Advertising Part III - How To Approach Agencies (re-print of Tip No. 7); How To Get A Job In Advertising Part II - How To Put A Book Together; How To Get A Job In Advertising Part I - FAQ; Make Friends With Traffic; Get Reference; Don't Stop Too Soon; Be Very; Breaking Up; Working Well With Your Partner; Finding The Right Partner; How To Approach Agencies; Never-Seen-Before Footage; Dicketts' Finger; Two Blokes In The Pub; Play Family Fortunes; Should You Take A Bad Job?; Don't Overpolish