Friday Poll No.18 - Does It Help If You Look Creative?

Let's settle this.

My opinion, which I've expressed before, is that just as it's an advantage for a yoghurt billed as 'natural' to have a picture of a farm on the label, it's an advantage for someone with the word 'creative' on their business card to dress different from an accountant.

What you wear, like it or not, communicates something about you.

But what do you think?

Vote now, in the top right hand corner of your screen.


Previous poll results:

Friday Poll No.17 - Ad Of The Year 2007
Friday Poll No.16 - Do Difficult People Do The Best Work?
Friday Poll No.15 - Who Is Responsible For Ineffectiveness?
Friday Poll No.14 - Your Personal Success Record
Friday Poll No.13 - Which Department Is The Most Insane?
Friday Poll No.12 - What Music Do You Listen To While Working?
Friday Poll No.11 - What Time Do You Get In?
Friday Poll No.10 - Who Drinks The Most?
Friday Poll No.9 - Press v Online
Friday Poll No.8 - Success Or Glory?
Friday Poll No.7 - Is Reading Blogs A Waste Of Time?
Friday Poll No.6 - Job Satisfaction
Friday Poll No.5 - Festive Greetings
Friday Poll No.4 - Ad Of The Year 2006
Friday Poll No.3 - What's Your Favourite Medium To Work In?
Friday Poll No.2 - Agency Of The Year
Friday Poll No.1 - Which Department Is The Most Overpaid?

Who Is The World's Weirdest-Looking Creative Director?

I don't think it's Jon Williams (new CD of Grey), although one can only agree with commenters who have compared him to Charles II or a historic battle re-enactor.

But you know what?

I like CD's that look weird.

All hail Trevor Beattie.

All hail to US adman Donny Deutsch.

All hail Mr Pringle lookalike Piyush Pandy of Ogilvy India (illustration by Gwen).

And beware the normal-looking CD.

We're Creatives after all, and the essence of creativity is difference.

Tuesday Tip No. 37 - How To Write Headlines

I've already said that I much prefer print ads without headlines.

Nevertheless, it's worth getting good at writing them. Why? Because often you will fail to crack the brief visually. Happens to me a lot.

Or sometimes, due to lack of time, lack of money, yada yada, you may 'have' to use a stock-shot or product shot with a line.

So let's start with the basics.


How long should a headline be?

I’m not trying to lay down ironclad rules, and I certainly haven’t got any neuro-scientific evidence to back it up, but it does seem to me that there’s a certain length of sentence that’s appropriate for the kind of thoughts we typically try to get across in an advertisement. A length that can be inhaled in one breath by the reader. And that length is roughly 8 to 14 words.

If a thought needs a lot more than 14 words to communicate, it’s too complicated for an advertisement. And if it can be said in less than 8 words, it normally isn’t saying enough.

(Of course, words like ‘disintermediation’ or ‘supercollider’ might falsify the count, as maybe would lots of teeny words)

Here’s a great old campaign for Porsche by Fallon McElligott.

Nine words. [Sorry about the appalling quality of these scans]

Fourteen.

Eleven. I think of 11 as the magic number. I’m not sure why, but there just seems to be something particularly pleasing about 11-word headlines.


The best headlines don’t look like headlines

There’s a sure-fire way to get your headline ignored - make it look the headline of an advert.

No one actually wants to read adverts. So, it probably won’t get read. And it will be boring, and probably not win any awards either.

Making a headline look like something other than a headline is a very good arrow to have in your quiver.

In fact, many of the world’s best headline-writers are quite open about their secret weapon – a great art director.

With a really well art-directed headline, the idea and the execution are seamless. I like ideas where the headline is written in a place where type naturally occurs. Which means that your headline can be a photographed object - a visual element in its own right, which just happens to have type on it - rather than a boring old typeset headline.

So, think what your headline could be written on, that you could photograph as an object.


Or if there's no object you can put your type on, is there some object you can make your type out of, to make it more visually interesting? If it’s an ad for baked beans, why not make your headline out of beans?


Puns

Some Creatives will tell you that puns are bad and you should never use them.

I don’t agree with that, though I understand why they say it.

They say it because there is a finite pool of words that have a dual meaning. Hence, most are well-known and have been used in adverts before. And just as any joke becomes less funny the more times you hear it, so do puns.*

However, if you can come up with a play on words that feels totally original, I see no reason why it can’t make a good advert.

Here’s a great example for Timberland, by Leagas Delaney.


It was written by Tim Delaney himself. And if puns are acceptable to Tim Delaney, there’s no reason for you to turn your nose up.

Indeed, year after year, you will find ads in the awards books that are based on wordplay.

*Just as you could make an exception for jokes that are “so bad they’re good”, you might say the same of some puns. Like the old headline for the airport Hilton that read “Out of the flying plane, into the foyer.”


Punchline comes at the end

The construction of a headline causes some Creatives endless heart-ache. It needn’t. The principle is very simple: you put the punchline at the end.

Here’s an example:


Would this witty headline (and it’s a pun, incidentally – so take note, anti-pun people) have been as effective if it read: “My bitches and I love Irn-Bru”?

Not quite.

‘Bitches’ is the punchline so it goes at the end… just like the punchline of any joke.

For serious headlines, exactly the same principle applies. The key word or phrase goes at the end.

Tip No.36 - How To Do Direct
Tip No.35 - How To Do Radio
Tip No.34 - How To Do Press
Tip No.33 - How To Do TV
Tip No.32 - How To Do Digital
Tip No.31 - How To Do Posters
Tip No.30 - Look At Weird Shit
Tip No.29 - Presenting To The Client
Tip No.28 - Presenting To The Team
Tip No.27 - Presenting To The Creative Director
Tip No.26 - How To Deal With Rejection
Tip No.25 - Look Creative
Tip No.24 - Don't Be Afraid To Ask
Tip No.23 - Your Idea Has To Be 120%
Tip No.22 - Read Iain's Tips
Tip No.21 - Don't Behave
Tip No.20 - How To Discuss Ideas
Tip No.19 - Read Hugh's Tips
Tip No.18 - How To Get A Job In Advertising Part IV - How To Turn A Placement Into A Job
Tip No.17 - How To Get A Job In Advertising Part III - How To Approach Agencies (re-print of Tip No. 7)
Tip No.16 - How To Get A Job In Advertising Part II - How To Put A Book Together
Tip No. 15 - How To Get A Job In Advertising Part I - FAQ
Tip No. 14 - Make Friends With Traffic
Tip No. 13 - Get Reference
Tip No. 12 - Don't Stop Too Soon
Tip No.11 - Be Very
Tip No.10 - Breaking Up
Tip No.9 - Working Well With Your Partner
Tip No.8 - Finding The Right Partner
Tip No.7 - How To Approach Agencies
Tip No.6 - Never-Seen-Before Footage
Tip No.5 - Dicketts' Finger
Tip No.4 - Two Blokes In The Pub
Tip No.3 - Play Family Fortunes
Tip No.2 - Should You Take A Bad Job?
Tip No.1 - Don't Overpolish

Who Needs Words?

Berocca, by JWT (click to enlarge image)


Harvey Nichols, by DDB London (click to enlarge)

Two new bits of print that gave me a tingle. What they have in common is they're both really clean. Cleanliness turns me on. Always has done.

It's No Longer Safe In The Water

This is Jon Williams, formerly a digital creative director... who just got hired to be executive creative director of one of Britain's biggest above-the-line agencies. Full story here.

Okay, so it's only Grey.

Nevertheless, one has to ask, does this news not represent a massive threat to all above-the-line creatives, or perhaps more accurately, to all above-the-line creatives without digital expertise and experience?

Let's just say I believe it's no coincidence that this fellow shares his name with a certain composer called Jon Williams...

Stop Surfing The Internet You Sad Sack Of Shit And Go Out And Pull A Woman

That's the message of Lynx's new website, which is full of tips and tools to help you do just that.

Here's one of the films they've got on there:



The work is by BBH so it wouldn't be very objective of me to big it up.

I will say though that it's definitely worth checking out.

The most interesting bit is maybe what they've done with Mobile. We all know that phones are a huge part of our lives now - especially for the young people - but no one's fully cracked how brands can exploit them.

But a downloadable application that turns your mobile into a 'Babe Detector'... it's probably a step backwards for civilisation, but may just be a step forward for Marketing.

Tuesday Tip No. 36 - How To Do Direct

Delighted to have Shaun McIlrath writing this one. Shaun is a creative director at Hurrell and Dawson, London, and the former founder of Heresy and ImpactFCA! He is one of Britain’s most highly-regarded integrated creatives.


Dear Valued Blog Reader,

How does that introduction make you feel? Like a piece of shit, would be my guess. And yet, there are thousands of well-paid Direct Marketing professionals starting pieces of communication like this every day.

So, the first thing you need to know about Direct is that any advice you might get from a Direct ‘expert’ should be treated as deeply suspect.

This is how companies speak:

Dear Valued Customer.

As part of our ongoing improvement initiative we are centralising data, in order to provide a more streamlined service. We are also taking this opportunity to realign customer sales and are, therefore, in the process of updating our information. Enclosed you will find a Customer Satisfaction Questionnaire. Complete the FREEPOST form and send it back before June and you could WIN A HOLIDAY FOR TWO.

That is a real letter. From a company. It says only one thing: companies don’t give a fuck about you, they want your money and, at the end of the day, you are nothing more than a name on a list in a huge numbers game.

People, on the other hand…this is how people speak:

Dear Bob,

Since I was promoted to MD, I’ve noticed that no one tells me bad news any more. Now, I may just be paranoid, but I’m harbouring the suspicion that parts of our service aren’t as good as they could be. So, who better to ask than someone who uses it every day? Are we as good as we could be, or are there areas where we’re dodgy? Go on, give it to us right between the eyes – because, ultimately, my job depends on you being happy.

Notice the difference? It’s human, I feel valued and I might even be prepared to reply without the bribe.

If I had to distil everything I’ve learned into one sentence it would be this: it is your job to help your clients be uncorporate – to be human. You can do it through comms, or by working within the company to help make it more accessible and helpful to the customer – but do it, because it will make their behaviour more distinctive and their comms more engaging.

And why shouldn’t they be engaging? Why shouldn’t people look forward to the next piece of Direct from a company, the way Heineken drinkers used to look forward to the new TV spot?

Which leads me to my next point – most people think that Direct Marketing means Direct Mail.

Not the case. Sure, the DM industry mows down countless rainforests each year to clog up your letterbox with commercial effluent. But that’s only because it’s an industry entirely devoid of vision.

It doesn’t have to be this way. The new digital age should be the Direct industry’s birthright, because the digital space is all about relationships and good Direct practitioners understand those better than anyone else. But most DM companies are still folding paper or, at best, doing banner ads.

With the new ability to migrate relationships online comes a huge opportunity to create seriously great, bespoke communication. Stuff that could genuinely add value to consumers’ lives.

But have you seen or experienced any of this? No. Well, if you want to retire rich, here’s your chance.

Direct agencies should be producing more engaging pieces of work than any ad agency – all in a gloriously unregulated space.

A space where consumers are the marketing directors, with access to millions of people. What they say in a blog can be a million times more influential than any £10m TV campaign. Here they are both “dear” and “valued” customers.

So, we should think of Direct, not as a sales dialogue between company and consumer, but as a multilogue. Consumer-generated – real, human communications - not even remotely corporate, but facilitated by a corporation.

And Direct agencies? Imagine a hybrid between today’s digital agency and a TV company at the dawn of commercial television, making great new pieces of content designed to foster a responsive, ongoing relationship. Experimentation and novelty are the keys to success. Concepts are tested live. If they work they are developed, if they don’t they’re canned - that day.

Do you work in a company like that? Nope? Not many people do. But that’s what Direct Marketing could be.


Thanks Shaun

Tip No.35 - How To Do Radio
Tip No.34 - How To Do Press
Tip No.33 - How To Do TV
Tip No.32 - How To Do Digital
Tip No.31 - How To Do Posters
Tip No.30 - Look At Weird Shit
Tip No.29 - Presenting To The Client
Tip No.28 - Presenting To The Team
Tip No.27 - Presenting To The Creative Director
Tip No.26 - How To Deal With Rejection
Tip No.25 - Look Creative
Tip No.24 - Don't Be Afraid To Ask
Tip No.23 - Your Idea Has To Be 120%
Tip No.22 - Read Iain's Tips
Tip No.21 - Don't Behave
Tip No.20 - How To Discuss Ideas
Tip No.19 - Read Hugh's Tips
Tip No.18 - How To Get A Job In Advertising Part IV - How To Turn A Placement Into A Job
Tip No.17 - How To Get A Job In Advertising Part III - How To Approach Agencies (re-print of Tip No. 7)
Tip No.16 - How To Get A Job In Advertising Part II - How To Put A Book Together
Tip No. 15 - How To Get A Job In Advertising Part I - FAQ
Tip No. 14 - Make Friends With Traffic
Tip No. 13 - Get Reference
Tip No. 12 - Don't Stop Too Soon
Tip No.11 - Be Very
Tip No.10 - Breaking Up
Tip No.9 - Working Well With Your Partner
Tip No.8 - Finding The Right Partner
Tip No.7 - How To Approach Agencies
Tip No.6 - Never-Seen-Before Footage
Tip No.5 - Dicketts' Finger
Tip No.4 - Two Blokes In The Pub
Tip No.3 - Play Family Fortunes
Tip No.2 - Should You Take A Bad Job?
Tip No.1 - Don't Overpolish

Deliberately Unoriginal Ad

This is the best ad of 2008 so far.

The Euro RSCG effort for energy firm EDF uses 100% 'recycled footage' - including shots of JFK, the Wombles and Thunderbirds - for an ad trumpeting its eco-friendly credentials.

I think it works rather well.

The idea is solid and yet lateral, and the execution is excellent. Cutting together such diverse bits of film to tell a coherent story... not as easy as they make it look.

Somewhere in the back of my mind I feel a bit uneasy that one of the country's biggest polluters is advertising how green it is. In the same way that Walkers talk about how healthy their crisps are, and in '1984' the interrogation centre was called the Ministry of Love...

But maybe that's just me.

Hot In Here

I forgot to put up one of my favourite ITV ideas.

This ad is appearing in newspapers:


Turn over, and on the other side of the page you see:



I didn't expect to get so much heat for our ITV work - I thought it was quite good. But there you go. That's life.

Too many criticisms to answer them all individually, but I will say this - ITV's advertising is going to kick C4 butt this year! For real.

Meanwhile, the funniest anecdote I have read in a while appears in Lunar's obituary of Phil Dusenberry.

Maybe that will make you all less snarly...

Our First Work For ITV

Copywriter: Nick Kidney, Art director: Kevin Stark. (Click image if you need to enlarge)

Copywriter: Scamp, Art director: Scowling A.D.

Copywriter: Jane Atkinson, Art director: Matt Hazell

This is the first work I've creative directed, and I'm delighted with it.

It's been great fun, and I've learned a hell of a lot.

Mainly that Creatives are strange and wonderful creatures. Creative directing is a bit like lion taming - exhilarating stuff, but you must never back down, never show fear.

The Ad Blog Charts for December

Here are the world's most popular ad blogs, as measured by traffic rankings from Alexa.

Top 25 Ad Blogs		(world
		ranking)
1     (1)	AdRants	33,776
2     (2)	Advertising/Design Goodness	49,905
3     (3)	Duncan's TV Ad Land	61,567
4     (4)	Adverblog	71,637
5     (5)	AdFreak	74,120
6     (new)	Bannerblog	74,262
7     (6)	Adverbox	86,507
8     (7)	Adland	106,347
9     (8)	Copyranter	121,805
10   (9)	Logic + Emotion	128,458
11   (10)	Coloribus	131,006
12   (11)	AdPulp	183,970
13   (14)	Jaffe Juice	248,899
14   (12)	Ad Punch	264,388	↓
15   (13)	Experience Curve	272,267
16   (15)	Twenty Four	315,166
17   (16)	Agency Spy	330,323
18   (19)	Adliterate	394,779	↑
19   (18)	Behind The Buzz	411,574
20   (17)	AdScam	433,325
21   (21)	How Advertising Spoiled Me	466,004
22   (re-)	Crackunit	480,942
23   (20)	BrandFlakes for Breakfast	495,824
24   (re-)	Scamp	501,606	↑
25   (22)	Welcome To Optimism	512,141

New in at 5 is Bannerblog, an Australian site that looks like it could be fairly useful to all you Digital types.

An ↑ means a blog's traffic has gone up by 15% or more in the past month, and a ↓ means it's gone down 15%.

Top 10 UK Ad Blogs		(world
		ranking)
1   (1)	Adliterate	394,779
2   (3)	Crackunit	480,942
3   (4)	Scamp	501,606	↑
4   (2)	Welcome To Optimism	512,141
5   (5)	Faris	558,004	↑
6   (7)	Only Dead Fish	1.1m
7   (8)	Fish N Chimps	1.1m	↑
8   (9)	TV's Worst Adverts	1.5m
9 (10)	Life Moves Pretty Fast	1.7m
10   (6)	Northern Planner	1.7m	↓

UK means UK-based. Ad blog means ad blogs not marketing blogs, so that excludes Gapingvoid. Although Paul Colman is now a planner at W&K he doesn't class Life In The Middle as an ad blog and Russell Davies no longer blogs about advertising. I'm only counting English language blogs.

If I've missed anyone out, please tell me and I'll put them in next time.

2007 Reviewed, 2008 Predicted

What were the main topics on Creatives' minds in 2007?

In all probability, they were beer and sex.

But... we only discuss advertising here.

So, judging it solely by the posts which prompted the greatest number of comments on this blog over the past 12 months, the main subjects of interest for 2007 were:

1. Big TV ads. Not everyone liked Gorilla, Guinness, Play-Doh Bunnies and Smirnoff. But we cared about whether they were good or not.

2. The question of originality. Turns out there'd been another ad with a drumming gorilla and two LA-based artists had depicted multicoloured bunnies in New York, and Heinz weren't the first people to slice a ketchup bottle.

3. Creativity (or the lack of it) in Digital. DDB London creative Rob Messeter's post on Digital And The Emperor's New Clothes created quite the shit-storm.

4. The Creative Director Merry-Go-Round. Saatchis, JWT, MCBD, Hurrell & Dawson, Grey and Y&R all got new Creative Directors in 2007. Only Premiership football managers change quicker.

5. Awards (various posts). Awards still determine how much we get paid, so however much we might like to pretend they don't matter, they do.

6. Which agencies were doing the best work. The consensus says it's Fallon, with a group behind them of W&K, Mother, BBH, DDB, and Abbott Mead.


Will the same themes be discussed in 2008?

Well, some of them are eternal.

For wherever there is an office with a door that can be closed, a pub to sit in, or a place in cyberspace that allows anonymous commenting, Creatives will bitch. That's just what we do.

We bitch about our bosses, the companies we work at, our peers, and the work itself.

And all of that will continue. Praise the Lord!

But one theme is new, or newish. And that's Digital. Most above-the-line creatives (here in the UK) are doing little or no digital work, but they are reading about it in Campaign and on blogs, and are wondering if it's going to stay in separate 'digital agencies' or whether they'll be doing it soon too, and if so, whether the work will be any good or not.

My guess is that Digital will not end up staying in separate agencies like DM has. We'll all be doing it. I think this is going to start happening very very quickly and my advice is to get on board now.

The creativity will improve, of course it will. Right now, Digital is in its infancy. People are still getting to grips with the medium itself, let alone how to be creative in it. Creative standards will leap forward just as they did in every medium. (Ever seen those early TV ads?)

And Digital will affect the big TV ads we're so patently still obsessed with. The question is how. Will it kill off the big TV ad, as fewer people tune in? Or will Digital herald a new golden age of TV creativity, on the grounds that if you don't entertain, you don't get eyeballs?

The situation is on-going... I won't pretend I have the answer.

But I'm pretty sure that's the question.

Apparently Gorilla is NOT the ad of the year

I'm surprised at you all, I really am.

Still, as Tony Blair said about Iraq, I do believe that history will prove me right.

For example, while 'Ride On Time' may not have been your favourite record of 1989, it's now - without question - the song that defines that year, isn't it?

Previous poll results:

Friday Poll No.16 - Do Difficult People Produce The Best Work?
Friday Poll No.15 - Who Is Responsible For Ineffectiveness?
Friday Poll No.14 - Your Personal Success Record
Friday Poll No.13 - Which Department Is The Most Insane?
Friday Poll No.12 - What Music Do You Listen To While Working?
Friday Poll No.11 - What Time Do You Get In?
Friday Poll No.10 - Who Drinks The Most?
Friday Poll No.9 - Press v Online
Friday Poll No.8 - Success Or Glory?
Friday Poll No.7 - Is Reading Blogs A Waste Of Time?
Friday Poll No.6 - Job Satisfaction
Friday Poll No.5 - Festive Greetings
Friday Poll No.4 - Ad Of The Year 2006
Friday Poll No.3 - What's Your Favourite Medium To Work In?
Friday Poll No.2 - Agency Of The Year
Friday Poll No.1 - Which Department Is The Most Overpaid?

Consumers Are Such Whores

This consumer-created ad has won a contest run by Pringles, and will actually run on British TV - on Christmas day, in fact.



Number of mentions of product name: 8

Number of packshots: 31

Number of product shots: 100+

Sample lyrics: "You love the Pringles cos they taste so yummy... you love the Pringles cos they're happy in your tummy."

The only hint of rebellion in the brothel comes when a child's voice asks: "What IS jinglin' Pringlin'?" but he is quickly slapped down by no less an authority than Mr Pringle himself, who curtly informs him: "Just eat your Pringles, okay."

That's right, Johnny. Shut the fuck up and eat your Pringles. Daddy's making an advert.

And consumers have the nerve to criticise OUR efforts! Well take the plank out of your own eye first, 'cos guess what, you suck worse than we do.

Even the last ad that Grey made for Pringles was better.

Tuesday Tip No.35 - How To Do Radio

I'm delighted to have Paul Burke guest-writing this one.

Paul is a part-time DJ, multi-award winning copywriter, and author of four successful novels... but his primary credentials here are that he is the all-time most awarded radio writer in the UK. Earlier this year he was presented with a Lifetime Achievement award by the Radio Advertising Bureau.


TIPS FOR WRITING RADIO, by Paul Burke

Don’t.

Seriously, don’t. You won’t like doing radio. Not if you went to art college. If you were visually trained, why on earth would you want to work in a medium with absolutely no visual content?

Radio will not boost your career prospects. British advertising is still in thrall to the visual. So, even an award winning radio campaign will bring you neither a giant pay rise nor a slew of creative directors beating a path to your door. Your work will be invisible. Literally. Its merits will go unreported in Private View and unrewarded as Pick of the Week.

Still reading? Good. Because if you’re a real writer, as opposed to one indistinct half of a “creative team”, these drawbacks won’t bother you. You’ll find radio the purest and most satisfying medium of all.

Not every ad you make will be brilliant but the following tips should help you make each one as good as it possibly can be.

At the risk of stating the obvious, nothing exists on radio until you write it. With no visual short-cuts, everything has to be said. Someone, somewhere in the script will have to say it so who’s that someone going to be?

If you’ve chosen to create a mini-piece of comedy or drama, start with the characters and the first thing to do is give them names. Can you imagine writing a book and calling all the characters MVO and FVO?

Let’s call your MVO and FVO Nick and Helen. Immediately they’ve taken on lives of their own. So what do they look like? How old are they? What’s their relationship? Do they like each other? Before they open their mouths, you should know everything about them. Once you do, just write down what you think they’d say in the situation you’ve created. If Nick and Helen are good characters, they will help write the script for you.

When they have, look at the script. It needs to answer the following questions:


Who are these people?

Where are they?

What are they doing?

How do we know?

If the answer to any of them is unclear, go back in and tweak. It may only require a single word or sound effect to fix the problem. Nick and Helen have got to sound convincing. Yes, of course they’re selling a product but it’s not enough for them to just present the facts. If Helen were trying to persuade Nick to her point of view in real life, she’d put some guile and emotion into it. Make sure she does the same in your script.

Likewise, if Nick thinks his new Ford Focus handles well, make sure he says it handles well rather than talking about its “class leading road feedback”.

Not all scripts have characters playing parts. Sometimes, what’s required is a straight read from one voice. This is when you’re allowed to call the voice MVO or FVO and casting and attitude are even more important. Decide exactly what sort of person you want to convey your message. “Hear” that voice in your head, and search until you find it.

If you’re advertising Newcastle Brown Ale or the Scottish Tourist Board, or your commercial is only running in a particular region, it makes sense to use the appropriate accent. Otherwise, regional accents are best avoided. It’s completely untrue and, actually, rather offensive to suggest that some accents are less trustworthy than others. It’s the voice and the character behind that voice that’s either trustworthy or untrustworthy.

If you feel that your idea would benefit from a particular accent, that’s fine, as long as you steer clear of “Mr Versatile”. We’re all depressingly familiar with Southerners adopting Northern accents, posh people pretending to be common and white people pretending to be black. In every case, with the genuine article easily accessible, don’t let the voice (and therefore the whole idea) sound phoney.

Casting is crucial so try not to fall lazily back on to the “usual suspects”, whose voices are heard in practically every ad break. It’s not that these actors are bad, they’re extremely good. Which is why they’re so popular. Which is why, if you use them, your ad will sound like everyone else’s. Try to be a little more original. Keep your ears open, listen to the radio, watch TV, go to the theatre and find good people.

The same applies to inspiration for your ideas. There are far fewer aural than visual cupboards to raid. but the same two maxims apply.

1. No output without input.
2. The important thing isn’t where you find your ideas it’s where you take them.

There will always be obstacles between you and the awards podium; you just have to make sure you overcome them. You’ll always encounter greedy clients who try to cram too much into 30 seconds. Be good enough to tell them that they’re wasting their money because end up remembering nothing. Re-iterate your point by saying “I throw one ball at you, you’ll catch it. If I throw ten at once, what do you think will happen?”

Then of course, there the legals. On TV and press you can set them in barely legible type at the bottom of the screen or page but you’ll have no such luck with radio.

Certain terms and conditions may have to be added but always question exactly what needs to be said. The RACC can be prescriptive enough, but the clients’ own compliance departments are often far worse. Encourage those clients to stand up to the enemy within and only put in what the RACC have deemed absolutely necessary.

Having written your script and cast your voices perfectly, all you have to do now is make the commercial Pick your engineer as carefully as you’d pick a director for a TV commercial. Find out who’s particularly good with actors, or music or effects and get the right one to bring your creation to life by suggesting things you wouldn’t have thought of. You don’t want one who just sits there pressing the buttons. Good engineers will have opinions on all aspects of the production. They do this for a living, so make sure your commercial benefits from their knowledge, skill and experience.

Scripts tend to expand in performance so never think that yours is set in stone. Be ready to edit stuff out. Cut and cut again. You brought these words into the world, so let them breathe. Also, certain words that look fine when written can sound odd when spoken, so keep adapting, keep amending, and keep improving until the engineer’s next client is knocking on the studio door.

Follow these tips your next piece of radio might just be fabulous. The sort of commercial that goes in one ear. And stays there.

Despite his God-like status in the industry, Paul would like to point out that he is very approachable - indeed actually available, for freelance radio writing and production. Feel free to email him at paul_burke@btinternet.com


Tip No.34 - How To Do Press
Tip No.33 - How To Do TV
Tip No.32 - How To Do Digital
Tip No.31 - How To Do Posters
Tip No.30 - Look At Weird Shit
Tip No.29 - Presenting To The Client
Tip No.28 - Presenting To The Team
Tip No.27 - Presenting To The Creative Director
Tip No.26 - How To Deal With Rejection
Tip No.25 - Look Creative
Tip No.24 - Don't Be Afraid To Ask
Tip No.23 - Your Idea Has To Be 120%
Tip No.22 - Read Iain's Tips
Tip No.21 - Don't Behave
Tip No.20 - How To Discuss Ideas
Tip No.19 - Read Hugh's Tips
Tip No.18 - How To Get A Job In Advertising Part IV - How To Turn A Placement Into A Job
Tip No.17 - How To Get A Job In Advertising Part III - How To Approach Agencies (re-print of Tip No. 7)
Tip No.16 - How To Get A Job In Advertising Part II - How To Put A Book Together
Tip No. 15 - How To Get A Job In Advertising Part I - FAQ
Tip No. 14 - Make Friends With Traffic
Tip No. 13 - Get Reference
Tip No. 12 - Don't Stop Too Soon
Tip No.11 - Be Very
Tip No.10 - Breaking Up
Tip No.9 - Working Well With Your Partner
Tip No.8 - Finding The Right Partner
Tip No.7 - How To Approach Agencies
Tip No.6 - Never-Seen-Before Footage
Tip No.5 - Dicketts' Finger
Tip No.4 - Two Blokes In The Pub
Tip No.3 - Play Family Fortunes
Tip No.2 - Should You Take A Bad Job?
Tip No.1 - Don't Overpolish

Click Here To See The Arse Of Someone Who Works At Glue

Following on from AKQA's gerbil-powered festive extravaganza, here's Glue's Christmas message - a live stream of their staffers 'cycling to Lapland'.

I've got to say, it's really rather clever and fun.

The digital agencies' seasonal efforts are starting to make the traditional agencies' tactic - very thin bit of dead tree, sent via Royal Mail - look extremely dull and old-fashioned.

An Agency Christmas Card That Isn't Shit

Loving this year's Christmas message from AKQA.

As we all know, Christmas is a time of festive cheer, gifts... and neon signs powered by gerbils.

'Cheese' and 'Biscuits', resident rodents at AKQA in London, are powering the agency's 2007 festive message - the neon sign lights up every time one of 'em takes to the wheel; live video streamed daily from 9:30 to 5:30 GMT.

The little blighters were having a nap when I visited, but I'll be back. They better get busy.

British v American advertising

The 'Ad Of The Year' post uncovered an interesting phenomenon - the divergence between UK and US television commercials.

Commenter 'James' put it succinctly:

Good UK ads: No dialogue / acting. Good US ads: Great dialogue / acting. I think we have lost the art of how to write. We are an industry of art directors.

He could be onto something. Think about our best work this year - Gorilla, Cake, Smirnoff 'Sea' - all visual. You could add Bravia 'Bunnies', Sony 'Walkman project' and the Guinness and Stella ads too.

Meanwhile the best US work is dialogue-driven. The first ones that come to mind are Skittles, and the Little Lad who likes Berries & Cream, but there are many others.

Here's a darn funny 15-seconder I saw on AdRants:




And how do we execute the exact same proposition here in the UK?



Ugh.

Is it time to do dialogue again? You know, I think maybe it is.

Hitler Needs Another Art Director

Another Downfall mash-up, this time set in the world of advertising...

found via the excellent Make The Logo Bigger

Tuesday Tip No.34 - How To Write Press Ads

See Tip No.31 - How To Do Posters.

That's right. In my opinion, there is no such thing as a press ad.

What there is, is an utter myth - and I wish I knew who invented it, because I would send round my man to administer a sharp slap around their chops - that there's a special type of ad that consumers are 'willing to spend a bit more time with', 'can legitimately require some working out', or 'does not have to be instant.'

Horse shit.

Press ads have to fight harder for attention, in my view, than any other medium you could name. Let's take radio. The consumer will inevitably listen to your ad - it is too hard to reach out and switch the thing off while you are ironing. Take cinema. The consumer is in a darkened room, staring at nothing except your ad, on a giant screen.

But press? Your ad is competing directly against Britain's wittiest columnists. Against news stories about wars, financial collapses, rapists and amnesiac canoeists. Against a paparazzi picture of Lindsay Lohan falling out of a taxi.

Unless you can place your ad on Lindsay Lohan's knickers, how are you going to get it looked at?

The answer is you have to make it simple, with a never-seen-before visual and fresh design.

Don't write headlines until you've miserably failed to come up with a purely visual solution.

And whatever you do, don't write copy. This isn't 1959, when a chap would sit in his armchair, puffing on his favourite pipe, and have a good old mull over some finely-crafted advertising copy.

A press ad should be a poster on the page. Nothing more, nothing less.

Tip No.33 - How To Do TV
Tip No.32 - How To Do Digital
Tip No.31 - How To Do Posters
Tip No.30 - Look At Weird Shit
Tip No.29 - Presenting To The Client
Tip No.28 - Presenting To The Team
Tip No.27 - Presenting To The Creative Director
Tip No.26 - How To Deal With Rejection
Tip No.25 - Look Creative
Tip No.24 - Don't Be Afraid To Ask
Tip No.23 - Your Idea Has To Be 120%
Tip No.22 - Read Iain's Tips
Tip No.21 - Don't Behave
Tip No.20 - How To Discuss Ideas
Tip No.19 - Read Hugh's Tips
Tip No.18 - How To Get A Job In Advertising Part IV - How To Turn A Placement Into A Job
Tip No.17 - How To Get A Job In Advertising Part III - How To Approach Agencies (re-print of Tip No. 7)
Tip No.16 - How To Get A Job In Advertising Part II - How To Put A Book Together
Tip No. 15 - How To Get A Job In Advertising Part I - FAQ
Tip No. 14 - Make Friends With Traffic
Tip No. 13 - Get Reference
Tip No. 12 - Don't Stop Too Soon
Tip No.11 - Be Very
Tip No.10 - Breaking Up
Tip No.9 - Working Well With Your Partner
Tip No.8 - Finding The Right Partner
Tip No.7 - How To Approach Agencies
Tip No.6 - Never-Seen-Before Footage
Tip No.5 - Dicketts' Finger
Tip No.4 - Two Blokes In The Pub
Tip No.3 - Play Family Fortunes
Tip No.2 - Should You Take A Bad Job?
Tip No.1 - Don't Overpolish