Entries tagged with “Atlanta Ad Club”.


A few lessons learned from watching Super Bowl commercials (huh?)

A few lessons learned from watching Super Bowl commercials (huh?)

Chalk another Super Bowl ROMAN NUMERAL SOMETHING OR OTHER into the history books. The Seahawks blew the Broncos off the field. When your opening snap leads to a safety, you know you’re in for a long night.

Since the game was a blow-out, America was ready for the Super Bowl of commercials, and they got served a tepid bowl of meh.

In year’s past, The Lint Screen has done a blow-by-blow of all the spots aired, but not this time. No, I’m on an Atlanta Ad Club panel discussion tomorrow night of the S.B. spots so I wanted complete and total focus (or at least the best I can muster).

I will say precious little impressed and I have these few observations after sitting through the gaggle of spots.

1. Celebrities does not a concept make. It would be nice if star power met idea power.
2. Wrapping your brand in the American flag can feel very cloying and disingenuous.
3. You’d better tell your story visually. Many people watch the game at parties or in bars or other public places meaning they may not hear your voiceover copy. So what are you communicating visually?
4. Relevance is key. There were so many spots where the product’s relevance was M.I.A. Bill Bernbach said “Be provocative. But be sure your provocativeness stems from your product. You are NOT right if in your ad you stand a man on his head JUST to get attention. You ARE right if you have him on his head to show how your product keeps things from falling out of his pockets.”
5. You can’t rely on the Hail Mary of a product shot to seal the deal. See point #4.
6. Maybe the best way to create a Super Bowl spot is to not create a Super Bowl spot. Yes, it’s Zen, but I suspect because the stakes are so high creatives and clients fall into these bad habits of trying to do things in an even more spectacular fashion. Ideas first. Ideas first.

That is all, for now. Try and make it to Monday Night Brewing if your Atlanta tomorrow. Thanks.

I play James Lipton to an advertising superstar. Classy set, isn't it?

CLICK HERE TO HEAR SWATCHES OF MY INTERVIEW WITH ALEX BOGUSKY

Back in November of 2007, I had the pleasure of interviewing Alex Bogusky at the Variety Playhouse in Atlanta. I was El Presidente of the Atlanta Ad Club, and Alex was booked to talk with us. Rather than have a lecture, I wanted to interview him like James Lipton interviews megastars on “Inside The Actors Studio.” Alex liked the idea and was terrific. We packed the house with over 350 people, by far the largest AAC event in recent history, and Alex generously shared his wisdom and insights. It was an inspiring evening and afterward Alex bolted to catch a private plane and fly to Seattle. The agency was pitching Microsoft the next day. They did and they won. Just another day for CP+B.

The communications world was jolted recently when Alex Bogusky, creative Wunderkind of Crispin Porter + Bogusky, announced he was leaving the ad world to pursue other interests.

He wants to do more do-gooder types of things– helping people and what have you. He had received his money from selling to MDC and decided he’d had enough of the adworld. His ex- agency still handles Burger King and Domino’s Pizza and Alex was becoming more vocal about touchy subjects like advertising to children and selling foods that are hardly healthy. He took his ball and left the playground. Good for him; it’s admirable to want to help others, and everyone is curious to see what he does next.

In an industry where there are few interesting people, few visionaries/iconoclasts/leaders, Alex Bogusky stood out. He was controversial at times, but always sincere and passionate. The work, love it or hate it, changed many of the rules of how people communicated with people.

Best wishes, Alex, you were a great guest and voice for our industry.