Why do we make bad Ads?

Watching Ad breaks on TV can be a pretty depressing indictment of your chosen career when you work in advertising. It’s so often a painful showcase that prompts your friends and family to wonder why on earth you would choose to dedicate your professional life (she had such promise, sigh) to such meaningless rubbish.

From shouty tack based on the premise that telling people what you want them to think is the best way to persuade them, to bland wallpaper that is little better than sticking your logo onscreen for 30 seconds, to cringe-worthy self-important brand manifestos – Apple, you should be deeply ashamed. No wonder everyone from our focus group participants, to our clients, to our Mum, thinks that they could write a better Ad than most agencies are capable of.

What’s our excuse?

It’s not from want of financial investment. Despite the tightening of production budgets, most 30 second Ad campaigns still benefit from more cash than your average independent film makes do with.

It’s not from lack of expertise on what makes for effective advertising. We have more evidentiary back up than ever before to support Adand’s longheld intuition that creatively interesting and emotionally potent advertising will deliver superior business results.

It’s not from lack of talent. Creative agencies are crammed to the rafters with smart analysts, lateral thinkers, passionate craftspeople and despite our shortfall in diversity, we’ll still doing better on that front than our friends in law and banking.

It’s not our clients. Aha! I hear some pushback on this one. There’s no doubt that some clients are tough work and wouldn’t know a brilliant creative idea if it hit them in a head with a gold lion, but that’s too convenient a cop out. Yes clients get the work they deserve but that statement is true the other way around too – agencies get the clients they deserve.

I think the real issue is that we’re too easy on ourselves. We feel overworked and under-appreciated (by our bosses, by our clients, by our waiting public) and too often we just give up the fight early. It’s easier, and more profitable to our careers, to play politics and allow poor work to slide out the door if everyone else in the room seems happy. It’s the ultimate game of the Emperor’s New Clothes.

Meanwhile everyone has the same eye out for the same award winning opportunity that they can all fight over for credit, stick on their CV and tell their mates they made it.

The reputation of our industry continues to plunge, the creative benchmark is set by the tripe on TV now and we wonder why Google is suddenly winning all the prizes at our festivals.

I think we deserve better for ourselves. It’s not enough to make one great Ad that we can hide behind. We need to make all Ads, across the board, that little bit better. Our self respect is on the line. Our livelihoods too. Because we’re not just competing amongst ourselves anymore.

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  1. Thanks for the pep talk, I was about to let another sub par design slide out the door. Its a project I end up doing monthly and lately I’ve lost the will to give it the pzazz it deserves. But you’re right, the onus is on ourselves to take it to the next level.

    • Best of luck – I hope the extra effort is appreciated. And even if it isn’t, there’s got to be some kind of creative industry bravery reward in the afterlife hasn’t there?!

  1. December 27th, 2013
    Trackback from : Top Posts of 2013 | Room435

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