Filed under: Comment
For anyone who has ever been given a brief and thought there was no way you could do something that would make it stand out from the category, watch this …
We’ve all been there …
You get a client who wants to stand out and yet every single element of their brand is the same as every other middle-of-the-road, passive brand within their category.
They look the same … they do the same … they have the same ingredients, same distribution, same packaging and same price.
And god forbid you’re working on a client in Asia because there, the general attitude is they WANT to be like the category … standing out is regarded as corporate suicide.
So what do you do?
Well, whilst I appreciate the desire to just go with the category flow is tempting – if only to have an easy life – it’s worth remembering there are always ways to make average a little bit more interesting and differentiated … and whilst it might take more work, if you open your eyes, use a little imagination and collaberate like a motherfucker, it can happen and the best bit is the guys who succeed in putting an interesting-yet-relevant spin on an old and and established view always get the plaudits and the bigger job offers.
Exploration. Investigation. Imagination. Insight. Inspiration. Collaberation. Action.
So next time you think – or are told – you’re painted in a corner, think of this clip and starting looking for how you can create your fresh melody with the same boring notes.
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fuck me, thats actually quite good.
congratulations campbell, youve finally written a post thats alright. a fucking planning post no fucking less.
naturally its all down to those 3 weird fucks hard work, but for once your indulgent tangent chatter ramblings has a fucking point that actually has some fucking value that just about links to the fucking video that at a fucking push is related to making adverfuckingtising better. id never of believed it if i hadnt seen it with my own eyes.
im impressed though im pissed the 3 freaks didnt include any queen songs because theyre as average as you can fucking get.
radio shit shit? i rest my fucking case.
Comment by andy@cynic May 6, 2010 @ 6:30 amThis is going on my gravestone. And the way I feel today, that might not be too far away.
Comment by Rob May 6, 2010 @ 8:13 ami got 11 fucks in that last comment. im on fucking fire.
Comment by andy@cynic May 6, 2010 @ 6:32 amand its very fucking interesting that the aussie audience clap and cheer the most when the comics swear or sing some shitty aussie ditty. says a lot about the people of convictland.
fuck me, that means the qantas post campbell pulled out his arse ages ago might of been right which means hes now been right twice in his poxy life. i hope it isnt the start of a fucking trend. nah. impossible.
Comment by andy@cynic May 6, 2010 @ 6:38 amGreat video, top post.
Comment by Pete May 6, 2010 @ 6:44 amcampbell writes his first decent post and about your fucking planning “dicipline” and thats all you write?
disappointed in you pete. but also quite impressed.
Comment by andy@cynic May 6, 2010 @ 6:53 amWhat Andy said (I’m so fucking shocked, well done Rob, only took 4 years) but that video is like KFC, it never quite lives up to the enjoyment of that first bite. Watch it once then never watch it again, good advice for this blog in general.
Comment by Billy Whizz May 6, 2010 @ 6:50 amkfc? back on the drugs billyboy?
Comment by andy@cynic May 6, 2010 @ 6:54 amIs there another way to fight the pain and disgust you get reading and commenting on this blog? I should make Rob pay my dealer, it’s his fault.
Comment by Billy Whizz May 6, 2010 @ 6:58 ami use alcohol myself. plus it makes campbells bollocks make some sense. not much, but some. failing that i get k to do it. ruskis are immune from his western rambling bollocks. kgb trained them from birth to fight it. clever fuckers those commies. or they were till they priced me out the fucking london real estate market.
didnt stop campbell though did they. he must be an old kgb agent. only possible answer. designed to lull british spies into a false sense of security with his stupid talk and unintimidating look.
Comment by andy@cynic May 6, 2010 @ 7:09 amExplains EVERYTHING.
Comment by Billy Whizz May 6, 2010 @ 7:18 amYou manage to find all the best youtube videos. I should totally run my own company…
Comment by Simon Kendrick May 6, 2010 @ 7:05 amis there much money in finding youtube shit then simon? not counting when an agency rips them off and sells it as genius creative to trusting/gullible/socially unaware clients or stupid business partners that still pay him an obscene wage even though he does fuck all except find mildly amusing videos that he tries to wrap his meaningless bollocks around? (yes campbell, this video is the fucking exception, stop your fucking tears)
Comment by andy@cynic May 6, 2010 @ 7:14 amI wasn’t thinking about youtube contributing the the business. Just seems like, being boss, I could dick about at a computer all day while my minions do all the work. Not that I’m saying this is what Rob does…
Comment by Simon Kendrick May 6, 2010 @ 5:14 pmI know it doesn’t seem like it – and my beloved Andy likes to perpetuate that myth – but I do do work. Sometimes. Every leap year.
Comment by Rob May 6, 2010 @ 5:31 pmWhat Andy said.
I’m already half way there because I spend all my days trawling youtube looking for videos I can rewrite and sell as creative genius to gullible/trusting/socially unaware clients.
Comment by Billy Whizz May 6, 2010 @ 7:17 amAn intriguing video backed with an excellent post.
Just try and tell me off for a short comment Andrew. Just try.
Comment by Lee Hill May 6, 2010 @ 8:11 amyoure safe lee. you pay my wages, i only abuse those i have power over. im nice like that.
Comment by andy@cynic May 6, 2010 @ 9:37 amBrilliant video. Thanks for that.
Comment by Will May 6, 2010 @ 4:10 pmThe Queen omission is explained by the four chord rule and the need to retain an audience.
Comment by John May 6, 2010 @ 4:23 pmAt a loss for words, which is rare for me these days…Andy’s on fire.
Comment by northern May 6, 2010 @ 4:35 pmReminds me of back in the day as an account exec who never got interesting briefs. Won the undying gratitude from creatives by making the most uninteresting briefs interesting – the ones no cares about are the ones you can push.
So I’m not at a loss for words after all.
Morning
Please don’t encourage him Northern, he’s in uber-long holiday mode and acting like an annoying 6 year old on E numbers.
What I hate is this attitude that some creative briefs are ‘allowed’ to be boring because the client doesn’t want anything new or interesting. Bollocks.
As George says, “Planners make average interesting, if they don’t, they’re not a planner, they’re an administrator”
Comment by Rob May 6, 2010 @ 5:42 pmFunnily enough, I’m about to discuss with some creative why having no budget is actually a chance to do something amazing.
Comment by northern May 6, 2010 @ 4:36 pmDespite the fact it’s for a pizza fairy..
Great ideas are priceless. Big budgets are all too often used to pad out average ones. Discuss.
Comment by John May 6, 2010 @ 4:41 pmI remember being in a pitch at HHCL and Steve Henry looked right into the clients eyes and said, “we can make 50,000 pounds have the impact of 5,000,000” … and whilst that might have been a bit of an over-exaggeration, the basic premise was smaller budgets mean you have to be more innovative and challenging if you want to cut through on a big scale and that basically was the premise regardless of the clients budget – which is why Tango worked so well, because whilst it had quite a lot of money behind it, compared to the competition, it was a gnats fart.
Comment by Rob May 6, 2010 @ 5:46 pmYep, big budgets usually give you the freedom to be complacent, or formulaic.
Comment by northern May 6, 2010 @ 8:48 pmNew Gilette campaign is about getting confidence from looking good, with trit scenario with young man getting courage to talk a girl.
How many focus groups did that take I wonder?
Fucken brilliant. Bloody great post. Fuck fuck fuck
Comment by Andstephenson May 6, 2010 @ 4:55 pmHello. Robert.
I don’t know what you’re going to write tomorrow but I know what you’re going to say but I’m leaving for Paris later and wanted to say thank you to you, Andy and George for an amazing 3 years and tell you you’re all wonderful and generous and lovely and I’m so glad I’ll still see you and Andy even if it won’t be as often as lovely George.
I feel very, very lucky and I’m still in shock about what you’ve all just done for us so thank you from the bottom of my heart, you’re all very, very special and very, very brilliant and I’ve loved everything.
See you in Frisco.
Love and hugs.
Jemma xxx
ps don’t stop the blog Robert. It will let us feel we’re still family.
Comment by Jemma King May 6, 2010 @ 10:34 pmNow that’s what I call office politics.
Comment by John May 6, 2010 @ 11:24 pmdont worry jem, once wk read what he said about their levis campaign hell be knocking on the door begging to be let back in.
have a fucking wonderful trip. watch out for those frog bastards and buy me something nice with my fucking money. 😉
Comment by andy@cynic May 6, 2010 @ 11:40 pmThat’s a good point Andy … but even though I’ll be an employee for the first time in 7 years, it doesn’t mean I’ll become a bloody corporate toady. If it’s not good enough, it’s not good enough and I don’t think the Levi’s work [well, to be specific, the TV work] is good enough.
Though I might wait a few days before I bring that up.
Comment by Rob May 7, 2010 @ 8:46 amI really like the Levi’s campaign, but agree it’s a shame that the TV is the weakest link
Comment by northern May 7, 2010 @ 4:58 pmYou’re a sweetheart …
Have fun in France and remember it’s called gay Paris for a reason, ha!
Comment by Rob May 7, 2010 @ 8:38 amJemma said all I would want to say. You’re all gentlemen, even Andy. Thank you for everything, enjoy your adventures and don’t be strangers. Even Andy. 🙂
Comment by Pete May 7, 2010 @ 6:19 amAnd I hope Notts Forest win the playoff Robert or you’re not going to be much fun at the wrap party and W+K are in for a very tough time. 🙂
See you soon.
Comment by Pete May 7, 2010 @ 6:23 amFor everyones sake I hope so too Pete … but with the bloody Tories seemingly becoming the leaders of Britain, it seems my run of good fortune might be coming to an end.
Comment by Rob May 7, 2010 @ 8:40 amI like that you disabled the comments on the cynic post Robert but I wanted to go on record and say you summed up the past 7 amazing, exhilerating and occasionally challenging, years perfectly. We all know it will be near impossible for both you and Andrew to stay away from the evolution and adventure of your baby and I know I speak for everyone when I say that is excellent news.
See you at the party the Utah Police are cancelling all leave for.
Comment by George May 7, 2010 @ 6:53 amas i said, when they see his levis rant itll all end in tears and as long as theyre his fucking tears, i couldnt give a shit.
mormans of america. prepare to be viofuckinglated.
Comment by andy@cynic May 7, 2010 @ 8:04 amWell I still own the name … and stranger things have happened.
Nothing like going into a new venture with a positive attitude eh, hahaha!
PS: How fucking cool is my new office.
Comment by Rob May 7, 2010 @ 8:44 amfuckin’hell…
..
..
..
i don’t even know what to say.
i’ll be back with words later.
Comment by lauren May 7, 2010 @ 1:00 pmWell that’s another ‘impossible thing’ we can claim to have achieved in our time Lauren. Ha.
Comment by Rob May 7, 2010 @ 1:06 pmI understand using this post to pass comment on another post is not common protocol, but I could not let this moment pass without offering my congratulations, thanks and support for all you have achieved and all you will achieve both for us and independently of us.
I am extremely happy we will continue to have your opinionated tones breathing within our ears however if you will permit me a moment of indulgence, I am also keen to watch how you grow beyond your wonderful organisation, because I am confident there is still much you will achieve individually and as a deadly trio once more.
As a final point, I hope you continue to keep this blog Robert. Not only does it give me daily enjoyment, it keeps me learning and thinking.
I will see you all in Utah.
Comment by Lee Hill May 7, 2010 @ 1:43 pmThanks for this Lee – and the email and pressie we received – it was very kind and very lovely.
I’m not going to turn this into a lovefest, because you know how much and how grateful we are to you and your colleagues … though I should point out it’s not nearly as grateful as we when we get free flights and upgrades.
Talking of free flights … see you soon.
R
Comment by Rob May 7, 2010 @ 2:01 pmNice one Rob. Nice one Lee.
Comment by DH May 7, 2010 @ 3:30 pmWow. Not sure what to write yet… but good luck is definitely going to be there somewhere!
Comment by Rob Mortimer May 7, 2010 @ 5:37 pmFinally it’s public.
Great post Rob but then it was a great place. Looking forward to cynic: the next generation and watching how you and Andy handle real life. LOL.
Comment by Bazza May 7, 2010 @ 5:52 pmSince everyone’s hijacking this post for ‘the big news’ I can too.
Comment by northern May 7, 2010 @ 5:56 pmFirst, brilliant,brilliant. brilliant, and very curious to know what’s happening to Sunshine and what’s happening to Andy
Second, don’t you go blaming me!
Third, very interested in th teaching thing which is something I’ve been toying with (but can’t afford to do)
Fourth – it will all be worth it, trust me. I was at Mother last week, in biggish meeting about biggish stuff, part of which was watching their creds and seeing them show off their creds. For a second I got a pang for this kind of work – not only being in a place that wants to push things, but working on culturally significant stuff etc. But then I got bored and wanted to get home to see my boy. Some things are more important. Who wants their life to be a few peices of film, and sales charts and ironic t-shirts?
all your fucking fault northern. yours and that secret millionaire show. i should sue but campbells made sure ive got no fucking money
left to do it.
to answer your question northern, im going to make my wife sick of the fucking sight of me. im betting on it taking a week but in that triumphant tone only a women can pull off, shes saying itll take at least a year so were going to see who blinks first while i supervise some cowboy builders wholl be doing their best to blow my fucking budget on an overpriced, woodworm ridden, middle of fucking nowhere
shack the wife “fell in love with” in the lemington spa of the us known as vanfuckingcouver.
dont worry ill still be around, i would hate to disappoint all my fucking fans, we all know youre only here for me. besides in between making sure auntie george doesnt become a corporate toady do gooding
nerd machine, i want to enjoy hearing how campbell is pushing the wk creative department to make cars and planes rather than a fucking ad.
theyll all choose to have kids rather than wear ironic fucking tees by the time hes finished with them, mark my words.
as for all the other shit, ill let campbell answer that because hes the man with the fucking plan. for once.
Comment by andy@cynic May 7, 2010 @ 9:28 pmSpending time with your family. Excellent, very pleased for you.
Comment by northern May 7, 2010 @ 9:34 pm‘WK making cars and planes rather than an ad’ this is the one and only time anything online has genuinely warranted ‘LOL’- excellent
mark my fucking words well all be driving a wk car within 3 fucking years. that or wk breakfast cereal. he can be a twat but hes a clever twat. no devious and manipulative. thats better. wheres my fucking knighthood for putting up with him and stopping society having to deal with him.
Comment by andy@cynic May 7, 2010 @ 9:43 pmalthough i kinda liked the idea of this strangely amorphous ‘agency’ model, i’m glad you guys are able to continue to fuck off and do other things for a while. no idea is forever, right?
it’s going to be very interesting and exciting to see where everything goes from here, that’s for sure. and if paul colman’s blog is anything to go by (which of course it is), then we won’t be hearing from you again for a while. 😀
best of luck to all of you!
no really. i’m not being ironic. xx
Comment by lauren May 7, 2010 @ 9:45 pmwere still going to be doing some shit together mainly because they know, virgin know and nerdy boys know im the glue that held it all together and so without me there is no point having those other 2 fuckers hanging around. if it wasnt for their coffee making skills theyd of been fucked off by everyone ages ago.
this isnt a break up, were going solo for a while with the odd one off fucking gig thrown in to keep the bank balance topped up. campbell will need it, wk arent fucking stupid and hell be on the shanghai streets within a month. that or replacing dan and dave.
Comment by andy@cynic May 7, 2010 @ 10:32 pmsolo? gigs? campbells bollocks has infiltrated my brain. what a fucking shit analogy, im off to get pissed.
Comment by andy@cynic May 7, 2010 @ 10:36 pmso basically, rob is brian may and is going to shred madly but write shit musicals, george is roger taylor and is going to work with a crazy amount of peeps and you’re either john deacon, about to disappear into oblivion. or freddie mercury, also to disappear into oblivion, but not before creating a helluva racket.
Comment by lauren May 7, 2010 @ 11:30 pmAs long as there’s no tribute band.
Comment by John May 8, 2010 @ 12:44 amImagining Andy as Freddie Mercury or John Deacon is the best thing I’ve heard all year.
Andy Mercury or Andy Deacon, they both have a certain ring to them.
Comment by DH May 8, 2010 @ 2:19 pmAndy isn’t good enough to shine anyone in Queen’s shoes … let alone ‘pretend’ to be them … and I count Paul Rogers in that and he wasn’t even a real member.
Comment by Rob May 10, 2010 @ 5:26 pmaah. and now the ‘sale of the DD list’ makes sense.
Comment by lauren May 7, 2010 @ 9:46 pmcolman works. campbell shirks.
the only reason hell stop writing this blog is because the commie bastards wont let him log on and post his shit.
god i love those fucking commie bastards.
Comment by andy@cynic May 7, 2010 @ 10:22 pmI’ve been a bit busy today and missed the post about cynic.
Well done. To everyone at cynic a huge well done.
Much love to you all from your favourite German printer,
Marcus xxx
Comment by Marcus May 7, 2010 @ 10:23 pmgay. but my favourite gay.
Comment by andy@cynic May 7, 2010 @ 10:33 pmcock.
Comment by Marcus May 7, 2010 @ 10:41 pmI always wanted to visit Vancouver.
Comment by John May 8, 2010 @ 12:43 amWhat Lee said.
Comment by John May 8, 2010 @ 5:17 amYou coming to Utah too?
Comment by DH May 8, 2010 @ 2:26 pmSomething tells me Utah will never be the same again.
Good … nice scenery, weird-as-fuck people. Ha.
Comment by Rob May 10, 2010 @ 5:27 pmAlso late to this love fest.
1. George, all the best. u seem to be where u can do most damage…
Comment by Niko May 9, 2010 @ 2:05 am2. andy, i have some relatives in Canada, so who knows.
3. Rob.. Amsterdam… Nuff said
Congratulations.
Comment by Simon Kendrick May 9, 2010 @ 7:21 pmare you ever going to allow fucking comments again or is this going to be the litter tray where we have to dump all our fucking ranting replies?
your team let you down. bet youre in a great fucking mood this monday.
Comment by andy@cynic May 10, 2010 @ 6:19 amI love coming back after being internet isolated for a few days to find I’ve been character assassinated … it makes me feel all warm and gooey inside.
I will NOT be making W+K [I’ve been told the ‘+’ is VERY important] make cars or planes – not until we’ve made some NIKE or Converse develop their own range of camo birkenstocks, that is much much more important … as is changing the climate in China to ensure that it’s never so cold that even for me, wearing Birkies would be bloodflow suicide.
And for the record Andy, I think you’re right in how long it’ll take you to piss off Mary … if anything, you’ve probably overestimated.
Comment by Rob May 10, 2010 @ 5:24 pmI’m late to this, but I just saw the cynic post and it made me smile. Very best wishes. And don’t quit the blog. Even after my passion for advertising has subsided, this place is worth visiting.
Comment by Naoko May 11, 2010 @ 10:06 amHello there … how the bloody hell are you, it’s been ages.
I hope all is tops and drop me a line soon as I’d love to hear what you’re upto.
Hope all is working out and you had a top time with your Dad.
R
Comment by Rob May 11, 2010 @ 11:23 amOr was I imagining your Dad came to visit you?
Comment by Rob May 11, 2010 @ 11:24 amMy dad wasn’t here, but I was in Portugal and I’m jetlagged.
Comment by Naoko May 11, 2010 @ 11:54 amWill drop you a line very soon.
I’ve got a fucked up brain, but we all knew that. Looking forward to hearing from you – jetlagged bollocked or not, ha!
Comment by Rob May 11, 2010 @ 12:04 pm