Here’s a Thought
6 November 2009
2 Comments
Let’s say I gave you a brief for an advertising campaign.
And let’s say that the product you were to advertise was already 30 years out of date.
And let’s say that the person who was ultimately responsible for that product had a bad reputation.
A really, really bad reputation.
Like Adolf Hitler bad.
What would you do?
Throw up your hands in despair?
Ask why you always had to work on the crappy assignments and never got chance to work on the great brands?
Or would you simply turn your product’s disadvantages into advantages?
Turn out-of-date into proven and reliable?
And create the original Volkswagen Beetle campaign?
There is always a way.
You just have to think small.
And leave out the Hitler bit.
- Craig Cooper
Great point. My first copywriting job was at an agency that demanded we treat every project as an opportunity to do something great. I can honestly say that I’ve always approached the work that way. Of course, after I left that culture, my idealism was consistently and methodically crushed by clients with a predisposition to safe and boring, machiavellian account people and hack creative directors. But I always try.
Honestly, I would have just made a youtube video with a Barbie and a llama, titled it Dolly Llama and called it a day. But that’s just me.
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