Have you ever convinced a client to leave out product benefits from the script to make the spot feel more powerful and memorable? How’d you sell it?

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Comms planning helps to separate the roles of different executions. This one is to convey the campaign concept. This one is to communicate the hard hitting product details.

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Before the project starts, ask them to share some work from any brand that they found powerful and memorable; agency does the same. Odds are it will come back as a spots without a lot of RTBs. Find a gentle way to point that out and then you can talk about what you envision together for what you’re about to create.

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So smart

I did it once by saying hey you can make a average commercial that a few people will ignore. Or a funny one that people could enjoy. Just one less RTB and corny-ass insert

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I’ve never been able to. Just do it in the agency cut.

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I convinced them of the purity of the initial idea they positively reacted to (they were trying to add stuff after that fact). If that doesn’t work, tell ‘em the idea is off the table. I’ve actually seen that work. Because it means you actually give AF and have some conviction.

Although most folks give in or try to workaround it because they are terrified little nothing mice people.

Myopic clients always forget that people absolutely hate advertising. Especially advertising that feels like advertising.

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Ha, no, but it was some old-schoolers, it always is. If the client is ruining something (and you can’t sell ‘em off it), scrap it and start over with their new mandatories incorporated. Brief creep is BS, call ‘em out on it, don’t just shrug and make crap.

Do both cuts and run a test based on the objectives in the client brief. Can be done for cheap these days.

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Ask them if they’re working to sell a product, or convince their tween they’re actually cool.

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