And I had some stuff knocking around to get out. So how about some imagined exchanges between agency people.
Is it an easier read? Different? Break things up a bit? Whatever, here goes.
Setting: An internal creative review, Conference Room C
PLANNER: It feels like an ad.
CREATIVE: It is an ad.
PLANNER: I know, I know... it just feels conspicuously like an ad.
CREATIVE: Well it's supposed to sell stuff so...
PLANNER: It just feels false, I can't put my finger on it. Like we're not really getting to the truth we talked about, the insight.
CREATIVE: What do you mean, it's all right there. It's bringing that insight to life.
PLANNER: Yes but, ummm. Give me a sec, I'm trying to figure this out.
Okay, It's like I'm watching Pearl Harbor. I'm totally aware that I'm watching a movie. Like I'm on blockbuster ride that leaves a bad actor taste in my mouth. There are special effects that I've seen a million times before. I know what's going to happen, and when. But we want this to be more authentic, like a Paul Greengrass thing. The guy made the Bourne movies and, whether you like them or not, you didn't totally feel like you were watching a movie while you were watching them.
CREATIVE: But blockbusters make money. It sounds like you're trying to impose your particular sense of taste.
PLANNER: In a way, yes. Because the tastes of people are shifting. Blockbusters aren't performing nearly as much as they used to. People are turning to more imaginative and authentic kinds of entertainment, and doing it on their terms. We need to make stuff that people would not instantly look at and say, "that feels like an ad."
CREATIVE: It is real though. The art direction is beautiful. The casting is perfect. It's a genuine moment between the [subject A] and the [subject B].
PLANNER: Really? Do you think people will look at that and feel a genuine impulse of human emotion? Is it more like a Hallmark card or is it more like some high-impact kind of art?
CREATIVE: Neither. There's a story in there. It's telling a story. It's a beautifully told story.
To be continued...
[image from Doc Ross]