Have you made an idea a reality lately?

We all have those ‘aha!’ moments; you’re wandering along, moving about your normal day without any conscious effort when suddenly it hits you – the best idea you’ve ever had. You smile to yourself, thinking how clever you are and how it is amazing that no one else has thought of it yet. Then you race to your next meeting or you get a phone call or someone asks you the time and in an instant the idea is forgotten, lost in the ether only to resurface in a few months time when you see the exact idea executed by someone else.

The point is while ideas are the most important currency we have, even original ideas will eventually be thought of by someone else and if they’re not executed they are meaningless.

I’m as guilty as everyone else (if not more-so, due to my goldfish like memory) of this, but I’ve decided to set myself a few little rules to work on stopping this happening.

1. Carry a small “ideas” notebook and pen everywhere
2. Set aside 30 minutes once a week to review the ideas in the notebook and see if there is anything I can use/action
3. Take time to reward myself when an idea becomes a tangible reality

Brand reinvigoration: Solo

Solo

Ideas for new tag lines that capitalize on Solo’s “Thirst Crusher” brand.

Solo: crushes a thirst like a club to a baby seal

Since you can’t trust VB for your hard earned thirst, why not try Solo?

*animation of a solo can mounting someone’s mouth like a dog in heat* – Solo: its got a crush on thirst

that is all….

Could this be the worst ad ever made?

The latest abomination for Tourism Queensland has been released and its a doozy…

Cheesy, false and lame, this commercial manages the extremely rare achievement of invoking nausea.

I believe this ad is by Clemenger, (if I’m wrong please correct me) which is incredibly disappointing as I have seen them do some great work in the past. Unfortunately this one was just dreadful, guys.

Obviously this is just my opinion though, what do you think?

Who are you really creating advertising for?

I’ve recently come to notice that lots of really great campaigns that I know about due to the fact that I work in the industry fly completely under the radar of most people I know. I find it curious that these really cool and creative campaigns can be completely invisible to so many consumers.

The example I will use for this post is the energy drink Samedi. (there are, of course, many other examples of this)

Firstly I personally think the campaign for this energy drink is awesome. I honestly think it is a really cool and different approach and it ticks all the boxes for me in terms of generating interest and making me want to go out and find out what its all about. On top of that, it had a great content deal with MTV and a pretty decent website.

However when I mentioned this campaign to my friends 95% of them had the same response “never heard of it.” (The one friend who had seen it said they thought the campaign was “shit”) So this begs the question, what is it about this concept that didn’t click with consumers? Was the creative too adult and risky for the media buy? (it features a lot of imagery that is suggestive of violence) Was it the media buy itself, too little frequency, wrong time frame?

Now, for all I know the drink may be selling thousands of units and this campaign may have been deemed a success and I’m not proposing to have spoken to thousands of consumers in a systematic fashion. However, I would imagine, that my friends and I are target audience, we’re socially active twentysomethings that enjoy partying and all things “hip and groovy”. So if we have never seen (or noticed) the campaign, why not? My only exposure to this campaign was being pointed there by a coworker when the campaign first launched.

To me this kind of thing is indicative of advertisers who create campaigns for advertisers. It is easy for both creative and media folk (I feel the boundaries are getting ever more blurry, but that’s a subject for another post) when creating and planning work that they love, to lose site of what they’re really there to do.
Sell shit. At the end of a day, thats what advertising is meant to do. We can flap on about audience sentiment and all the warm and fluffy feelings in the world, but at the end of a day I can love a brand and still not want to buy what they’re selling.

An ad can be the most beautiful and mesmerizing thing on earth, but if I get to the end and cant remember what I was meant to buy is it really worth the clients dollars?

I’d love to know what others think of this, or if I am just being short sighted?

Does anyone out there have any case studies where a campaign has received praise and acclaim from media circles but failed to deliver on the metrics that matter?