Need creative help, big time! >

[mr_hat]

I work for an Internet software company and we're about to produce our first tv spots.

I presented half-dozen concepts to my boss a couple weeks back, all of which were rejected -- and now I'm panicking/suffering creative block.

I know I can write the spots once I have a concept, but... The only direction I've been given is that they're to be "irreverent" and "instantly memorable."

Any and all suggestions appreciated -- just need something to get the juice flowing again. HELP, DU!

Thanks.

[SpaceCatMeetsMars]

1. I will tell you one of my tricks,

but I warn you, it sounds stupid. When I want to think of some ideas, for some reason, water helps me. It can be looking at the ocean or going to the marshes or a river. Or it can even be taking a shower. I think sitting by a fountain would work too.

I think the reason is that the water is relaxing and puts you into that right-brain state that helps creativity.

[DS1]

2. shower, or going for a drive

but then again, Mr Hat's boss is the worst kind of manager, "gimmie something that I like and make it quick" is what he's saying.

[mr_hat]

7. That's exactly right. >

My first round of concepts were all sound, IMO: Targeted; benefits, differentiation... But not "liked" by the boss.

He also wants it to be both a brand and an offer spot. Gak!

[DS1]

10. I'd try find the old outpost.com commercials

especially the one where they were trying to launch hamsters through a sheet rock target with their logo on it. hilarious, brilliantly executed, now out of business.

[SoCalDem]

11. Oooooh. I LOVED that one :)

:)

[mr_hat]

12. Yep, he's seen those. In fact, they are his gold standard. >

I tried to explain how "eyeballs" were supposed to be the currency of the .economy when those commercials launched; how we need campaigns with sustainable, measureable results, blah, blah.

He wants stunts, basically. I'm blocked on stunts!

[DS1]

14. eh, I'd play off the old mainframe v ntier theme

In one office, have some old guy (sorry, old guys) feeding brooms and twigs into a giant machine with constant complaints flying into the the complaint box, the old 'scotty' 'giving you all she's got captain' amid the steam and gears, etc.

move to door two, young x'er sitting on desk with feet kicked up, using your software, naturally.

you owe me, big time, if this is the one x(

[DS1]

15. no wait!

have the gen-xer actually unplugging and plugging back in the connections for the mainframe on the other side of the wall, as in to make their lives even more miserable

[trof]

3. A suggestion

There are a number of commercials that I remember because they were clever or funny, but I have NO remembrance of WHAT they were advertising. One of my marketing professors called this "great copy, bad ad".

Get as clever or irreverent as you want, but somehow work the name of the product in over and over. If you remember the spot, but not what they were trying to sell, it loses.
Good luck.

[trof]

9. replying to myself, here...a good example

There's a TV commercial currently running for a software company (I think).
Features a cardboard cutout salesman from a competitor.
Clever.
I have no idea who the company is.

[aquart]

4. Okay. Answer my questions.

What internet software? Why would I want it? What good can it possibly do me? Why don't I want the other guy's stuff?

Stop banging your head on trying to be original and go for truthful. Truthful is always from your eyes and therefore always original.

What jumps out that makes this the killer ap for little me? Or is it only for nerds and smarties? Will I be happy if I use it? Why will I be happy? Will it bring me all I love or desire? How will it bring me all I love and/or desire? Do you have a clue what I love and/or desire? Will it bring me a limo and a chauffeur/masseur with good buns? Will it?

Answer all the unanswered questions YOU have. Your brain is smarter than you are. It will tell you where to go.

[aquart]

5. p.s.

When something jumps into your mind that makes you go NO! WE CAN'T POSSIBLY DO THAT! That will be the one you run with.

[Feanorcurufinwe]

6. Look for another job.

You came up with 6 ideas and all were rejected? Just how many ideas has management offered?

Your boss sucks.

[BigMcLargehuge]

8. irreverant + instantly memorable = ...

One really enormous guy dressed in a combination pink ballerina costume/hockey goalie uniform running down the street after a donkey cart full of stuffed animals.

The scene fades to white then back to color

A face with computer screens reflected in his/her glasses stares out at the audience.

he/she says "wow, that's messed up..." as the ballerina/stuffed animal scene plays again in the reflection in his glasses.

Fade up:

yourcompany.com

end spot.

Huh! Whadya say!!!! Am I brilliant or what?

[MojoKrunch]

19. Yea... sorta like the "anti-.com" ad.

Contrast "ridiculous marketing concept" with your "real world" prodcut in action.

Yep... you're definitely brilliant.
:D

Mojo

[mitchum]

13. play on an existing fear (or create one)...

it's the dirty little not-so-secret of advertising

[patdem]

16. Here ya go...on outsourcing....

"Hey there seems to be a log jam on my internet software...who is daming up the system........TOS....ED....YOU MAY NOT CUSS"

"CUSS...YOU FOREIGN ENTITY...DAM IS NOT CUSSING....I WANT ACCESS...AND YOU TOSSED ME?? "

You get the idea...use outsourcing and the cultural and language problems???

[THUNDER HANDS]

17. I suggest lesbians

Lots of lesbians. Because you can't go wrong with lesbians, as Howard Stern says.

...and he's right.

:D

[MojoKrunch]

20. Porno lesbians or real lesbians?

Mojo

[Obamarama]

18. Okay...you might not want to hear this, but....

As a seasoned PR/Marketing/Advertising professional, I'm going to be up-front and blunt. This isn't in any way meant to diminish you or your abilities so please don't take any of this personally.

First of all, TV spots are expensive. Not only is the space expensive, but the production costs aren't cheap either. Your message should be driven by a mix of the following things:

1) What's your target demographic?
2) Who are your competitors?
3) How come you do what ever it is you do better than them?
4) What does your market research look like?
5) What did your focus groups say about your product?
6) How is this product going to change the life of the consumer?
7) How much do you have to spend? How much is your contingency?

If you can't answer the questions above, your company is likely going to waste its marketing dollars on TV. Your creative message should flow from the information gleaned by answering the questions above.

Furthermore, the actual copywriting task should be the responsibility of an outside creative team. EDIT: Even if you are the marketing person for this firm, you should not be responsible for this task. That's why marketing and advertising firms exist. You direct the process, they do the work. They also get fired if it backfires and is a disaster. If a firm is doing the creative and your boss(es) sign off on everything the firm is doing, it's THEIR puppy to deal with, not yours. Your role should be to merely direct, guide and coordinate the process.

Are these local spots? Even your local TV station should offer creative services if these are locally produced and aired spots.

Methinks your company may not be spending their advertising money well. TV spots just to have exposure is never worth the price. Your message needs to be driven by answering the questions above.

Private message me if you wish to bend my ear on this some more.

Good luck!

[DS1]

21. he's got one of those bosses that likes to show off to his friends

Seen it enough times before.

"Here, developer, make the software do this"

"That doesn't make any sense"

"Do it anyway"

"You're an asshole"