May 07
22
The creative brief I would like to see
Would transparency in advertising creative briefs be too much to ask?
The Task at Hand
Here we go again! XYZ Industries hasn’t improved the product in over ten years, but we are getting paid buckets to get into everybody’s face about it this Spring/Back to School/Christmas season (Circle appropriate answer). The media department slapped the agency logo on a media plan they got from a supplier and it is our job to fill in the blanks with our “creative”.
The Audience
Primary: Stupid people. All of the smart people started using ABC Corps product, since it works better and costs much less. These people are active and on-the-go, they think of themselves as clever, but aren’t since they haven’t figured out how to avoid ads. Aspirationally, this group sees it self as “average”. They have a household income AND a gender.
Secondary: Soccer Moms. Ages 13-65 with a slight female skew. Terrified of technology, progress and panty lines. Overindex in cheese buying behaviour.
Key Audience Insight
“I trust XYZ because they use puppies in their ads.”
Brand Essence
[insert main competitors positioning here, but improve on at least one adjective].
Justification
People like new things. Research shows us that consumers love to consume things, so they will just cream over our new bottle colour to PMS 175 M.
Integration Requirements
Whatever you want. The Web guys, PR chicks, Direct Marketing all the other “Below the Line” folks will follow whatever we do on TV, because we get the biggest budget.
Tone and Manner
Superior and smarmy, with approximately 10% jargon for extra selling power. Final execution should make the audience feel like they just walked into a car dealership.
Mandatories
Children
Minimum 2/3rds of screen time should feature product shot (we’ll get those pesky TIVO and PVR users yet)
For Quebec Version:
Puppets
Bright Colours
Clowns and/or someone clearly insane
