Dramatic demonstrations of the product benefit is always my first angle of attack on every brief.
And it has been for years now.
You know why?
Because it forces you to strip away all the bullshit and let the product stand naked in front of the customer.
Nothing gets in the way because there’s nothing to get in the way.
It’s all about the product.
Which makes complete common sense.
I know that if I was a brand manager and I was doing say, 30 second TV ads, I would want every one of those seconds to be about my product.
From second one. Maybe two. OK, three max!
Because TV time is expensive and precious.
So you might think that all advertising would reflect this obviously sensible imperative.
But so often it doesn’t.
And I am here to tell you why.
You ready for the truth?
Because the unspoken truth of the advertising business is that an awful lot of ad people don’t have the foggiest idea what they’re REALLY doing.
Big picture thinkers are always rare.
In any industry.
Advertising is no exception.
And to be really good at advertising you have to intuitively get the big picture.
And that’s something you can’t learn.
It’s a gift.
But if you don’t get the big picture you tend to focus on your little part of the big picture.
This helps explain why so much of TV advertising is 20 seconds of alleged comedy followed by a bunch of bullshit you really don’t care about.
Because selling stuff via the media is, frankly, hard.
We have to stop customers in their tracks and make them attend our usually one-sided message.
And then still have them love us for some reason.
That’s why I love product demo ads.
They rule out borrowed interest and bullshit.
So at the very least, you’re immediately saying and doing the right thing.
Now all you have to do is make that interesting.
And if you’re any good that won’t be a problem.
But apparently this is a lot harder than I think.
Maybe they just don’t see the big picture.