Posts Tagged ‘key message’

Bare your assets

July 6, 2011
The room was buzzing at our Promax session in New York.
Were we in the buff? Nah.
We were stripping spots down to their bare essentials:
Message, Ideas, and Words.
The pictures were just a tease.
Click the bra to see what we showed.
Give it time to load. Chock full of fun spots!

aim true

May 31, 2010

Promax Boot Camp preview

Every award-winning spot shares one thing in common.

You’re probably thinking big budget, but not so fast. What’s the one single thing award-winning-wows-around-the-water-cooler spots have?

They have a single message. One point. One idea.

As Grandpa Button used to say, “You can’t hit two targets with one arrow.” It only looks easy. Nailing that single message takes plenty of practice so let’s give it a go.

Here’s a kick-ass spot. You tell us the single message. We’ll bet four to one you get the answer.

What is the main message?

A. OMG, there really IS a water shortage!

B. All my voice-overs should have a French accent.

C. Axe=Sex

Think you’ve got the hang of it–good. Next, how do you decide what that single message should be? That, my friend, is for Boot Camp.

At ease.

good morning, sunshine

March 15, 2010

We love spring.  Crocuses nosing up from the earth. Sunshine spilling onto the sidewalk when you leave work.

But up in Inuvik, the Canadian Artic, sunshine has an even greater power. For sixty-six days of winter, they’re encased in darkness. Which makes this documentary style spot, from Tropicana Canada, so charming. And their message about brighter mornings so meaningful.

Find a story. Or make a new story that meshes with your brand. Tell it honestly. You invite people to experience your message, instead of bracing themselves for your sell.

What story is waiting for you?

walk in workshop

May 29, 2009

They warned us that the Indians run late. Our 9a session started closer to 9:15. No worries I got to finish my tea. Folks were still trickling in when we received the cue to start.

LB up first. Good morning and thank you. We are Tooth+Nail. We are not dentists. I thought it was a stellar beginning. My turn next and the topic was creative briefs and the key message. I show an ad, you tell me what the key message is. Interactive, engaging and a chance to share great work from around the globe. 



We were about to show our kick-off spot, from Heineken, a funny crowd warming video. Then the power went out. When it resumed our computer was in a coma. I was feeling catatonic as well. LB didn’t miss a beat. She informed the crowd that while the computer was rebooting we would act out the spot.

LB opened imaginary closet doors and shrieked with delight at shelves of imaginary shoes. I  jumped up and down pretending to see shelves of beer. The audience loved it.

The attendees from the morning session returned for the afternoon session; we passed the workshop litmus test. In fact, they had to add more chairs.

Three and a half hours later we ended the workshop by playing the spot we intended to open with. The audience shrieked. You’d almost think they were in a closet sized refrigerator filled with beer.