So I'm continuing to document, at possibly tedious length, the actual process of making a TV commercial.
Today the subject is "comments."
When you are working on an edit, here are some of the people who will make comments on it: the Client, your Creative Director, the Account Team, Planner, TV Producer, Production Assistant, the Editor, other Creatives, and sometimes even consumers - yes, some ads are researched as rough cuts nowadays.
It can happen that there are so many rounds of comments, from so many different people, that you lose sight of your original vision, and possibly even your will to live.
This is a very important part of the process though. And the ability to satisfy people's comments without ruining either the ad or your relationship with them is quite a skill.
Some comments will make an ad better and you're happy to get them. Others make it worse, and you begin to wonder whether you can ignore them.
There is actually a complicated invisible hierarchy of how much each person's comments matter; it determines which individuals, or combinations of individuals, get their way:
Here it is:
|Client||48 points||CD||15 points|
|Your partner||6 points|
|Account team||3 points|
|TV Producer||3 points|
|TV PA||1 point|
So, for example, if absolutely everyone (49 points) disagrees with the Client (48 points) on something, the Client doesn't get his way. But all it takes is one Planner or TV Producer to side with the Client, and they win.
If you and your partner (12 points) disagree with the Director and Editor (14 points) then they will win, unless you have the TV Producer (3 points) as well.
Similarly, the CD (15 points) can overrule you and your partner (12 points) unless you have the Account Team (3 points) and a Planner (1 point) or TV Producer (3 points) too.
Let me know if you think the system needs tweaking. I think it's pretty good.