Great concept. Just change the headline and visual.
Like most creatives, I like to critique the ads I see—whether they’re on TV, the web, in the paper or on the back of an ATM receipt. And I’m rarely kind. Words like horrible, embarrassing or disgraceful are often used—usually with expletives for emphasis.
But I wonder, how often am I actually seeing the true creative vision of the team that worked on the ad? I know for my own work, it’s not often. Between your bosses, account teams and clients (and sometimes the client’s friends and family) the work can get pretty watered down.
So what’s your experience been? How often (if ever) does your vision make it all the way to production? Who is usually most responsible for making the work worse? And who (if anyone) is usually responsible for making it better?
- TJ Bennet
On several occasions I have had the original idea survive the guantlet. Unsurprisigly, it is the most awarded work I have done. In all of those examples it was made better by people who love the work defending it from people who don’t care about it.
So yes, it happens, but not often enough.
Let’s say you’re doing a campaign of three executions. Instead of being, um, “cooperative” with the execution of each concept, be über-cooperative with one concept and protect the integrity of the other two.
You’ll get points for not being a stubborn dickhead (you were cooperative, after all) and I guarantee that the two that you produce as conceived will get much better business (yes, business) results than the one that everybody got a kick at.
And because of those business results, everybody is less likely to mess up the work the next time.
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