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!
No comments:
Post a Comment