I just went back and reread Part 1. It feels forced, and like it was written by a planner, which it was. I didn't mean for the creative to be so shortsighted, I guess it's just that there are a lot of creative minds out there (just as there are a lot of planners) and some of them think that way.
If I wrote about a creative that was a complete likemind then we wouldn't have to have a conversation at all. We'd just sit there in a room, silent, knowing exactly what should be done. Gee, that actually sounds even more strange.
Continued from Part 1.
Setting: An internal creative review, Conference Room C
PLANNER: Yes, beautifully told. Consciously beautiful. Like, way too perfectly beautiful. Not relatable. We assume way too much here. Like the people looking at this want to hear from us. Like they will be paying full attention. Like they really give a s**t about hearing a story from [brand] about [benefit]. I'm not saying it's not beautiful I'm just saying that beautiful is not going to cut through.
CREATIVE: We tried cutting through before and you know how that one ended.
PLANNER: That's because we shouted louder. That's a volume issue not a tone issue.
CREATIVE: This is what they're asking for. I think they'll buy it.
PLANNER: Do you buy it?
CREATIVE: F**k man, it's not about me, like you said before, I'm not
the target audience. They aren't buying [brand] because they can't
justify the higher price. We have to show them why they should. Their
lives are so busy and stuff that we have to reach them with something
meaningful, like you said.
PLANNER: Right. But what is meaningful in this context? We can't talk to people like that anymore. We'll get ignored. Look, you've got a fantastic intuitive sense about people. You don't need me to tell you about the human draw to a good story, about characters, about drama, hope, dreams, all that s**t. You get it. But those are also the things that are thrown around into bad TV and movies. The thing is, the way things are going, that kind of blockbuster mainstream story is going away in favor of other things. It takes a new kind of creativity. It's a lot harder, I have to say. I worry that we're taking the easy way out.
CREATIVE: We're just trying to sell more [category]. You make it sound like we're saving the world.
PLANNER: We're sparing the world from more crap.
CREATIVE: Maybe, but it is still advertising. The other one we did that was similar to this tested through the f*****g roof.
PLANNER: Oh, so now you're a fan of our client's copy testing?
CREATIVE: No, but this will probably test well too, and that's the only way it will get made.
To be continued...