SAM GAGHAN @blueriderstudio-blog - Tumblr Blog

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#probono #uxdesign #climatestrike #globalclimatestrike #globalclimatestrikeforthefuture #thereisnoplanetb #doyourpart #fortheoceans #fortheenvironment #sustainability #sustainabilitymatters #environment #climatechange #climatechangeisreal

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Don’t

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This is a great insight, and it’s a hard truth that struggling ad people never, ever want to face.

It reminds me of a story told by the legendary copywriter Mark Fenske, who is now a professor at Virginia Commonwealth University. Each year, he has this sticker printed up to hand out in class:

Mark reports that he always runs out of the stickers before the need for them removes itself. Here’s more of what he has to say on the subject:

A student wanted to argue the grade I’d given him/her. Me: What grade do you think you deserve?

Him/Her: I deserve an A. Me: Why do you deserve an A? Him/Her: Because I tried hard. I really worked in this class. Me: I believe you. But your work was never in the top half on any of the 15 weeks we had class. Him/Her: But what you said really got to me. Me: It didn’t get into your work, though, did it? The talk didn’t end there, but you get the point. Hard work makes a difference in digging ditches, not in creating advertising. Not by itself. The writer of an ad is after magic. He can’t be after anything else. Magic is the warm, ripe peach. An ad without magic is the pit inside. An ad must call its audience to it at the same time that it delivers its message. Magic. Hard work applied to any creative attempt in which magic is missing is like rubbing your boy/girl-friend’s arm over and over and over in the same place with the same motion. It’s a nuisance, not a turn-on.

Advertising Agency: john st., Toronto, Canada Creative Directors: Stephen Jurisic, Angus Tucker Art Director: Jenny Luong Copywriter: Martin Stinnissen Photographer: Daniel Ehrenworth / Sparks Photographers

Source: Ads of the World

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From 2009, a brilliant ambush marketing stunt.

Agency: Bos, Montreal

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I’m pretty sure this ad is fake, but it’s a lovely idea nonetheless.

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Ariel removes dried-in stains

From the 2008 Cannes shortlist.

Agency: Saatchi & Saatchi, Bucharest

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A brilliant use of a double-page spread from 2008 (I think).

When you have a DPS, the natural inclination is to think of ways to fill it. The team in this case made their idea work by leaving the space alone. Awesome.

Agency: DDB Stockholm