The “Shows”
I recently thumbed through a One Show annual (Volume 28, I believe), which happened to be for the first time since joining the ranks of CP+B, and I couldn’t believe what I saw, what I felt. For the first time since learning of the ad industry a couple years ago, I questioned the validity of award shows. I sat in disappointment as pages upon pages of work had obviously been done to be creative, not to effectively communicate the heart and soul of a brand. But what concerned me even more was that I once regarded these pubs as the bibles of our industry - to be faithfully followed without question. Too many students of creativity are learning tricks (shortcuts) to creating ads. “Do something that’s never been done.” “Surprise me.” “Show me a fresh approach.” This advice is great, so long as it remains true to the essence of the brand AND communicates a pointed message in an appropriate fashion.
As advertising continues to blend with entertainment, it’s increasingly important that audiences are given some sort of takeaway from the message - whether that’s a valuable piece of info or a strong desire to try or buy the product/service.
