"That'll Never Work"

This post is for all administrators out there who've somehow ended up managing an in house agency group or who've been given the "you decide" decision-making role for your ad agency's creative work. Even though they may know less about the unique, magical meshing of imagery and messaging than your mother. (I'm presuming your mother has never been a creative director.)

And yes, these people are out there. Sometimes it just happens because of the way some consultant draws up the org chart. Sometimes it's just the best option for the money available. If this is you, I bring you a cautionary tale.

So the creative team catches up with you to pitch a TV commercial idea, and this is the description on the draft of the creative work plan:

Objective: A cell phone can be fun, and it can be for business

Action Description: "Business commuters wait for the subway, but when it arrives it's a roller coaster. Other people take taxicabs that are bumper cars. A woman roller skates through an office. Other people in a building take the elevator, which is a free-fall ride. Others spin around on a teacup ride."

"Sure, it's a simple idea, and that's good," goes the thinking. "But it just sounds silly ... and besides, there's no way to pull that off technically."

And so the creative team takes their notes and heads back for another try.

But what if the ending could be different?  Imagine if the  TV commercial idea was encouraged, then developed further. Other ideas that enhanced the original concept were added. An idea became a vision, the foundation was laid, and the fabric of  words, artful techniques and music were woven together.

Fortunately, this tale of creativity, fulfilled, is true. What I've shown above as the commercial "description" actually is the description of the "AT&T Rollercoaster" spot released in August.

The theme of the commercial: "AT&T and BlackBerry teamed up to evolve the smart phone. Business meet fun. Fun, business."

Does it work? You be the judge.

AT&T Commercial "Roller Coaster"

 For me, the silly idea gave life to a wonderful TV spot. Thank goodness the idea was given the respect and consideration it deserved.

Get Smarter About Creative Work

Claiming to have a creative bent is easy. It's much harder to parlay creative thinking into practical forms that advance strategic priorities. I know, I know -- many creative communication professionals will howl against having parameters. They'll want their "creative freedom," and their "unique ideas" accomplished their way. It's this kind of thinking that gives us copywriting/concept creating types the spoiled-child persona that business executives find annoying and leads to a "me" vs. "them" work relationship that just doesn't get the job done.

I'm a lucky guy. I've been blessed with a creative mind that also veers naturally into the logical world. So when I take on a creative assignment, I don't just go away and be creative and come back later with ideas. I demand information first. I want to know the background and the intended outcome. I want to know the psychology of the intended audience and the logic behind the product or service. One of the ad gurus I've studied once said "It isn't creative if it doesn't sell," and that's the difference between any creative approach and the best creative execution. It's also the difference between someone who's creating out of a self-centric need to "be creative" and someone who's using their creative-side brain to deliver an instant, understandable and memorable communication connection. Yeah, advertising and marketing communication is an art .... but it's also a science.

Remember that next time you see a TV commercial that you talk about with your friends or colleagues: If you remember the commercial and not the product benefits or company name or purpose, the commercial delivered the "creative" aspect but missed the "communication" imperative. Give your creative execution people room to play, innovate, and wonder "what if." Give yourself room to explore  their world, but work with them as a partner so they can see yours.