A Blog You Should Be Reading
Lunar BBDO has been returned to blogging after a brief hiatus and man are they ever back. I've always considered their blog among the best for thought provoking reading, but in the last week or so they've took it to a whole other level. Here's some samples from my favorite posts as of late:
What if we treated all art forms like advertising?
Here at Lunar, we think advertising gives itself a bit of a hard time. As we ambled to the loo this morning, we starting humming All Along The Watchtower and it occurred to us that Jimi's version is much better than Dylan's, and no one said he ripped it off. Music doesn't mind when you take one person's creativity (generally with credit and money involved) and add something to it to make it better. Imagine if you saw a nice little ad while on holiday in Lisbon, bunged the creators a bit of cash and credited them in awards, then remade their idea better. Happier clients, better advertising, the originators get a wider audience for their work and some extra pay. Where's the downside?
A small admission gains a large acceptance.
In The Copy Book, David Abbott condenses this phenomenon into the sentence, 'a small admission gains a large acceptance', i.e.: putting your own experiences into your work can result in a powerful piece of advertising because many people can relate to it more deeply. David mentioned that when AMV was pitching for a travel company, he remembered that his wife told him that she knew she was on holiday because one application of nail polish could last a fortnight (as opposed to when she had to do housework and the polish chipped off quickly). He turned that into a headline that helped to win the pitch
The difference between a great ad and a great creative.
When we evaluate an ad we often confuse the quality of the finished work with the quality of its originators. This can lead to derision of an excellent commercial because its origins are more obvious than those of other ads.
However, if we could take a little step back, we'd acknowledge the fact that D&AD rewards the 'most outstanding commercial 60 seconds or over' etc., not most creative team.
This distinction is crucial and, goddamit, we're going to explain why
So if you don't currently read Lunar BBDO's blog, you're missing out because If this is a blog then what's Christmas?
What if we treated all art forms like advertising?
Here at Lunar, we think advertising gives itself a bit of a hard time. As we ambled to the loo this morning, we starting humming All Along The Watchtower and it occurred to us that Jimi's version is much better than Dylan's, and no one said he ripped it off. Music doesn't mind when you take one person's creativity (generally with credit and money involved) and add something to it to make it better. Imagine if you saw a nice little ad while on holiday in Lisbon, bunged the creators a bit of cash and credited them in awards, then remade their idea better. Happier clients, better advertising, the originators get a wider audience for their work and some extra pay. Where's the downside?
A small admission gains a large acceptance.
In The Copy Book, David Abbott condenses this phenomenon into the sentence, 'a small admission gains a large acceptance', i.e.: putting your own experiences into your work can result in a powerful piece of advertising because many people can relate to it more deeply. David mentioned that when AMV was pitching for a travel company, he remembered that his wife told him that she knew she was on holiday because one application of nail polish could last a fortnight (as opposed to when she had to do housework and the polish chipped off quickly). He turned that into a headline that helped to win the pitch
The difference between a great ad and a great creative.
When we evaluate an ad we often confuse the quality of the finished work with the quality of its originators. This can lead to derision of an excellent commercial because its origins are more obvious than those of other ads.
However, if we could take a little step back, we'd acknowledge the fact that D&AD rewards the 'most outstanding commercial 60 seconds or over' etc., not most creative team.
This distinction is crucial and, goddamit, we're going to explain why
So if you don't currently read Lunar BBDO's blog, you're missing out because If this is a blog then what's Christmas?
Labels: great site, if this is a blog then whats christmas, lunar bbdo
posted by Justin at
6:15 AM
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