Author Topic: Smart advertising. (Read 190 times)

Nash · « **Reply #1 on:** December 16, 2004, 01:32:55 AM »

Ya know... The best advertising doesn't need fancy pictures.

....of BMWs navigating some mountain pass at dawn. Thousands of dollars on a location shoot... thousands on post. Stupid amounts of money.

The best advertising can get the job done in just a few words.

But ads like that are harder to make than you'd think.

Mostly because clients... when presented with a few words, don't trust it. They can't comprehend why they'd pay so much money for a few words that seem so.... obvious.

So they go with their gut; ditch the effective and buy the sunset car mountain pass shot which looks just like everyone else.... because they can't get fired for buying what everyone else is buying.

So when ads like the one posted above see the light of day, I raise an imaginary glass and toast all involved.

jigsaw · « **Reply #2 on:** December 16, 2004, 02:06:14 AM »

One of the coolest ads I can recall was on a billboard in Dallas, I35 South, around the Fashion Center. Read "ingle ells...It's just not the same without J&B." Was over ten years ago, and it still sticks in my head.

Nash · « **Reply #3 on:** December 16, 2004, 02:13:59 AM »

It won tons of awards that year ('92? '93?). I remember it too. Just those words against a blank pasty blue background.

Saintaw · « **Reply #4 on:** December 16, 2004, 02:36:56 AM »

Got it working... the intardnet farted again.

rpm · « **Reply #5 on:** December 16, 2004, 02:58:53 AM »

Nash nailed it. Back when I had to write copy for radio spots, clients wanted 3 minutes of stuff crammed into the 30 second spot they bought. On top of that, it would be a co-op spot and you had to meet the requirements of the national sponsor to get paid. At best it sounded like a 30 second legal disclaimer for a car lot.