Related Posts
Enthusiast
Anonymous User
Any tips or tricks for CSX certification?
Additional Posts in Advertising
Cool job offer for AD
Modern problems require modern solutions.
Saturday night live is getting good again.
New to Fishbowl?
Download the Fishbowl app to
unlock all discussions on Fishbowl.
unlock all discussions on Fishbowl.
Step away from the process/what you think you’re supposed to do and get back into the real world and think like a human. Too much focus on process, the brief, strat, rounds, lines, etc always gets me to a place of writing for ad people not real people. Walk around the grocery store and see what comes to you.
Universal Truth : Problem : Insight : Simplify
Try create a tagline from these points.
Also look at what the brand “tagline” is or could be (what promise the brand makes regardless of what the ad is). Separate this from any “campaign” proposition.
Are you any good at darts?
seriously. pin the tail on the brand donkey
If you’re creating hundreds upon hundreds, at this point you are all probably going in circles. Point of an ACD and CD…to direct. Ask them to point you in the right direction. And no. Don’t use Chat GPT. One it’s not helpful unless you have zero talent. And two, it’ll just add hundreds of additional lines that’ll make this situation more convoluted than it already is. Honestly, there are people who have “director” in their title. They ought to be doing some directing rather than having y’all coming on here to ask.
Fair.
Chief
Tell them to bring me on 😉
You’re currently in the weeds. Overthinking. To get out, start writing lines as if they’re song lyrics, first lines of novels, newspaper headlines, haiku, movie dialog, joke punchlines, anything but “taglines.” It’ll get you thinking differently. Fresh.
Something in your agency’s process is off here. If you and many other people have written hundreds upon hundreds of lines, the problem is that you either have a CD that can’t direct or tweak or identify, or a strategist who hasn’t unlocked a strong insight, or if the client is the one killing all the lines, they might be too fearful or blind to find what they like.
Even if you and the other writers were just mediocre, there should be enough strategy, creative direction, or constructive client input to get you there.
Account/lead creative need to step
Up and create an agency process. A meeting where maybe you bring in several of the lines with manifestos, maybe some rips and examples of ideas that would
Come out of them. Discuss the tops, test if needed, and force a choice to be made.