People in advertising really don't get it. They Really don't.
No offense ad people... you work so hard and it seems awfully cold to bluntly say you don't get it but hang on...put down the defense mechanism for a minute.
Step out of your box... start considering what is good and the measurements by which they are tabulated.
These are the top commercials this week.
The T.O.P. picks.
The problem is that this collection is slim pickin's if you're female or if you just use your right brain a lot.
These aren't good and no matter what the tabulating folks tell us, they're just not correct. By whose standards? By the average joe watching? The amount of money spent? There are always official ways of tabulating. But if these are good, then the methodology needs to be scrutinized.
This one.. oh she's so cute... is one I want to like. I want to like that child and her "take no crap" first day instructions. The young actor is amazing and she did a fabulous job but the commercial isn't good. The concept and message aren't good.
But in sports...Women comprise about one-third (34%) of the adult audience for ESPN sport event programs.
What if that means that what this brilliant child is telling us isn't true. What if the First Day issues for the little girls that care about getting new clothes are not going to happen on the playground? Those issue are going to be in the library.
What if... stretch the creative brain...
Try "Winning the Library" as a theme.
Make it fun. Make it work... and reach out to the highest and best in our children.
Set a tone that's positive and still fierce.