Do you want to do excellent, award-winning advertising?
Well, I have the secret.
About ten years ago, Cliff Freeman and Partners started winning everything going by doing ads for (among others) Fox Sports:
Those two campaigns came out in the same year. One got the Cannes Grand Prix, the other got Best Of Show at the One Show.
There were loads more, then TBWA continued the run with Beware Of Things Made In October and those ones where people didn’t feel pain because watching ice hockey made them tough.
I’ve just realised I could go on and on with this for so long I’d type my fingers to bloody stumps.
The point I’m trying to make is that TV STATIONS ARE AWARDS MAGNETS.
BBC and Channel 4 have won tons over the years. Even ITV got in last year’s book. Canal+ got a pencil this year, etc. etc. etc.
BUT THAT’S NOT ALL.
NOW ART GALLERIES ARE ALSO AWARDS MAGNETS.
The National Gallery got D&AD Gold last year, while Tate Britain and Modern work got a Cannes Grand Prix, Best of Show at the One Show and many others.
HANG ON, I’M NEARLY AT MY POINT.
HERE IT IS…
DOING ADS THAT USE OTHER PEOPLE’S GOOD SHIT IS THE EASIEST WAY TO DO ADS THAT LOTS OF PEOPLE LIKE.
It’s like doing charity ads but without having to enter the category that makes everyone think, ‘Of course it won. Who doesn’t agree that slavery and torture are bad?’ TV channel and art gallery ads allow you to use other people’s good, good, shit to make your stuff look even better. Classic art, sports, the BBC…what’s not to love?
I guess this is an extension of using sports stars and celebrities to sell things: you already like Michael Jordan/Peter Kay/Martin Scorsese, so you’re already halfway to liking this ad.
But TV channels give you something better than that: they allow you to circumvent the BACC because their ads are considered to be part of the programming. You can get away with all sorts of stuff other ads cannot. AND if you do an ad for the BBC you can use virtually any track you want FOR FREE.
Surely I can now rest my case and go back to watching Daily Show repeats on 4OD.
Go crazy. Work for a TV channel.
But remember: keep this top, top tip under your hat.