The Hum Haw Brief

Great advertising happens when creative agencies jam with passionate brand owners teasing out interesting stories around the brand. This is how these conversaions typically go…

Agency: Does your product work better than competition?

Client: Umm…not really

A: Does it look better?

C: No

A: Is there something in the way you manufacture that is interesting or new?

C: Uh, let me think… We actually have some tricks to paper over defects that happen when absenteeism is high. That ok?

A: No, we’d rather not talk about that. Any strong vision your founder had when he started the business?

C: Would a sharp nose for oportunity be good?

A: That’d be brilliant? What’s the story?

C: Our founder was working as a manager in a factory. When the owner went through bad times, he kind of forced him out and took over  control of the business. Ain’t that a great story?!

A: That might work for an expose’ but not for an ad!

C: Oh…

A: Do you have any technology that others don’t?

C: Of course! The tech that we use went out of vogue fifteen years back.

A: Any patents?

C: Pardon me? Come again? What’s that?

A: Is there some breakthrough ways you engage with customers?

C: Ahem. Let me start. WE ENSURE THAT ALL OF OUR CUSTOMERS GET 100% SATISFACTION AND IF THEY ARE NOT SATISFIED THEN WE HAVE A ROBUST PROGRAM IN PLACE THAT…

A: Stop it, please!

C: (Stops)

A: Would you spend a lot of money to do a breathtaking commercial full of flying jets and skyscraper shots across 3 continents?

C: Definitely not!

A: Would you be willing to tie-up with a celebrity?

C: Our founder’s nephew has acted in a movie last year. We can take him on.

A: Tell me something I can anchor the advertisement on, for gods’sake?

C: Can’t you think of something funny? Our company reps love funny ads!

A: Humour is all very fine, but what do we say??

C: Can’t we just say we are the best.

A: But, does your product work better than competition?

C: Umm…not really

 … and somewhere along the way, some great work happens

Creative briefing Contralens

 

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