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IHAVEANIDEA.ORG > ask jancy >  Is it really that hard to make an ad?

Is it really that hard to make an ad?


As a hopeful creative to be, I can’t help but wonder if creating an ad is as simple as it seems. I mean, here’s an example, a commercial for dog food with a zippered bag. So at first the dog rhythmically shakes his head from side to side as a zipping sound is played in the background until it splits to a person zipping the bag open and shut. and some voice over. Is this a good ad? I mean i get it, the dog is shocked the bag zips, and it zips! Woohoo?

intro Is it really that hard to make an ad?We have one standard measure of good; it doesn’t go up or down because of a client or product difficulty factor. Although we do give more credit to a great ad for a tough client or in a tough catagory (say, pharmaceuticals) than a great ad for an easy one.

It’s true that there are brands that never get great work because the clients are not receptive to it. But over and over again, the right agency shows that they can turn around a brand never before known for great marketing. So most often, we blame the agency for bad work. Getting a terrific idea is only half the job (and believe us, it’s rarely “simple” to do an ad); then you have to sell it, and this is where many fall down. Without a compelling presentation of the idea, many clients won’t buy what you’re proposing. Especially those who are most comfortable with the old “proven” ways.

The zipper bag ad sounds plenty dumb. We can safely call that a bad one, if there’s still doubt in your mind.

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About Jancy

'Jancy' is Janet Kestin and Nancy Vonk, Co-Founders of Swim, a unique “creative leadership training lab for advertising creatives and marketers.” Prior to Swim, Jancy was globally renowned as the Co-Chief Creative Officers of Ogilvy & Mather Toronto, a position they held for thirteen of the twenty years they were a creative duo at the agency. Over the years they've racked up Cannes Lions, Clios, One Show pencils and CA credits, and have lead their shop to two Cannes Lions Grand Prix and a Grand Clio. They've judged CA, Cannes, D&AD, the One Show, the Clios and other prestigious award shows. Creativity named them two of the top 50 creative people of 2008. Known for their outspoken, no-bullshit style and a passion for mentoring juniors, they're ready to give you advice if you're ready to take it.

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