Dubstep Cereal ad
Out of context: Reply #11
- Started
- Last post
- 63 Responses
- Horp0
The pitch. Creative Director takes the pre-amble, walking the client carefully through the kind of cultural coding they've been analysing in order to create the most relevant, most potent strategy for the campaign. Then, once all salient points have been pressed politely but with authority into the client's frontal lobe, the Creative Director hands over to his most trusted foot soldier, the senior art director.
He begins cautiously but rapidly gains confidence, commencing with an outline of the formula the agency firmly believes to be the best for the brand, namely:
1. A person who represents the aspirational and cultural desires of the target audience uses the product.
2. Something awesome, but completely unrelated to the product happens. Big bouncing CGI blocks dance around the domestic scene. Cute anamorphic beings perform a choreographed routine that the target person can quickly adapt to and participate in. Joy is expressed.
3. Pack shot. Slogan. Logo. The endNext up, they look at a schematic moodboard.
Then the Creative Director re-states the most pertinent points of his preamble, emphasising various trigger words as he goes.
Client is asked for opinions.
Frustration is barely concealed by creatives, who then attempt to accommodate some of the clients thoughts whilst simultaneously attempting to stick firmly to what they believe. They achieve this through word massage... making the clients thoughts appear to fit rather neatly with the work they've just shown.
Client gets a bit confused, congratulated the team on great work, leaves.
Gets back to client HQ, types out an email further thanking them for the great work, but attempting again to articulate their concerns more clearly.
Agency team have by now pretty much forgotten what that project was about because they're busy changing the logos and packshots on the mood board, ready for that afternoon's pitch.