So... I've been busy at work with a simultaneous product-launch-website-launch-corporate-rebrand-oh-yeah-and-let's-reorg-while-we're-at-it event. Hence radio silence for the past couple of months. Energy all focused on those things.
Within that, I did write a few case studies. Here's one.
Friday, July 29, 2011
Monday, February 7, 2011
The Genius of Boldness
The ad world is abuzz with the Wieden + Kennedy ad for Chrysler during last night's Super Bowl. I am struck by how bold a move that was.
A. Lot of time to fill. On the one hand, long form copy is easier to write than short form. You can take a little time to get to your point, and you can meander around any nuances you want to make. But that's completely different when it comes to television. I picture being the creative director whose lap receives this plum assignment. First thought: "HUGE opportunity. Hooray for me." Second thought: "Oh, fuck."
B. Not cheap. "Less than $9 million" for 2 full minutes. Which means more than $8 million. That's a lot of room to fail. Not to mention production costs.
C. The flip side of "lots of room to fail" of course is "lots of room to succeed." Which I suspect they have done.
D. "Imported from Detroit." Just brilliant.
Hats off!
A. Lot of time to fill. On the one hand, long form copy is easier to write than short form. You can take a little time to get to your point, and you can meander around any nuances you want to make. But that's completely different when it comes to television. I picture being the creative director whose lap receives this plum assignment. First thought: "HUGE opportunity. Hooray for me." Second thought: "Oh, fuck."
B. Not cheap. "Less than $9 million" for 2 full minutes. Which means more than $8 million. That's a lot of room to fail. Not to mention production costs.
C. The flip side of "lots of room to fail" of course is "lots of room to succeed." Which I suspect they have done.
D. "Imported from Detroit." Just brilliant.
Hats off!
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