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?
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!
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!
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