Happy New Year!
Great to be back, isn't it?
Today is a Tuesday so, here's another 'tip for young creatives' (N.B. no liability assumed for careers ruined as a result of following these tips).
When creatives start out writing TV scripts, they often write them around stock situations.
- Man on a desert island
- Two blokes in a pub
- Two ladies in a kitchen
- A couple having dinner in a restaurant
- Man or woman walks into a shop
Avoid stock situations.
Yes, you can sometimes get a good ad if you come up with a really radical twist. For example, there was an ad for shoe polish with a man marooned on a desert island. Plane flies over. Man waves frantically for rescue, but the sun glinting off his shiny shoes blinds the pilot, causing plane to crash.
But if you start from a stock situation, you're starting at a disadvantage - you need something incredible to get over the predictable set-up.
It's better to start with never-before-seen footage.
No one had ever seen paint exploding out of a block of flats, rubber balls bouncing down the streets of San Francisco, or a crowd coming together in the desert to make a face.
Notice that if you start with never-seen-before images, you don't have to do that much with them. The ad can be simpler.
Plus, you have less competition in the jury-room. Whereas if you do a comedy sketch set in a pub, your ad is competing with all the other comedy sketches set in a pub there have been.
Finally, if you create your ad from elements of the brand (e.g. the paint or rubber balls representing the colours of a Bravia TV) rather than from scenarios from films, TV or other ads... then the ad will be more relevant. So more likely to get bought by the client too.
That's always helpful.