Would you consider producing a TV spot or internet video ad with no images — just an audio track over blank screen? Of course not.
Then why would you produce one with ONLY images, and no copy?
I’ve always found the practice more than a little frustrating. When there’s no V/O or dialogue as part of your video, and the viewer turns his head, or looks at her smartphone, or is otherwise distracted away from the screen, the ad becomes worthless. If the viewer HAS to be engaged — HAS to be looking at the message to receive and process it — then I think you’re passing up an opportunity to make a stronger connection with your audience.
Meantime, when I’m watching TV, and a commercial break comes and I get up and head to the kitchen for my beverage of choice, from over my shoulder, I’m still able to hear…
And the advertiser STILL has a chance to make an impression on my thirsty and impressionable little mind. Because here’s the thing: While video doesn’t permeate consciousness unless you’re actually watching, sound still works, even if you’re not actively listening. Add a catchy jingle like in the above example, and a high-frequency broadcast schedule, and now you’ve got a formula for an effective ad campaign.
To put it another way: In your TV ad, you have the opportunity to both say something AND show something. Why wouldn’t you do both if you have the chance?
Posted in advertising, audio, Online Video, Video
Tagged advertising, audio, commercial, slater, slatersgarage, television, tv, video
This is how it’s done, friends:
Fiber One has knocked long-form sponsored online video out of the park with this one. It’s genuinely funny and entertaining, and they found the absolute perfect spokesmen to reach the perfect demographic for the product (which you’ll note, we aren’t even exposed to until two minutes in).
It’s advertising like this that inspires me, and makes me proud to be in the business. I’d write more here, but I wanna go think up one for my clients, now.
Posted in advertising, Creativity, Online Video, Video
Tagged advertising, brownies, cheech, chong, commercial, creative, Creativity, fiber, movie, one, online, video, youtube
One of the most valuable lessons of my career is one I learned when I was in college, interning for Michael Coleman at WZLX in Boston: Keep everything.
I have archives with all my old scripts, and most of the stuff I’ve produced is still on file someplace (I’ve changed computers several times over the years, so I’ve lost some stuff, unfortunately). Why? Because you just never know when something will come in handy.
On the Plane – Danke Schoen Parody
I’m of the opinion that there’s no such thing as a wasted idea. Clients have sometimes rejected my ideas for commercials over the years. When I was writing and producing bits and parodies for Daily Comedy Network, submissions would sometimes not get picked up. Hey, let’s face it: You won’t hit the mark every time. But, you can still turn that rejection into a positive.
Whenever a concept or a spot, or script gets kicked back, I still keep it, per that valuable lesson I learned back in 1992. That piece immediately gets moved to a special folder I have on my computer, named “Homeless Shelter.” It’s where all my ideas live which haven’t yet found “homes.” I keep them well-fed. I visit them frequently; check in, see how they’re doing. And sometimes I can re-purpose one of them for a new project that comes up.
Portly Boy – Parody of Lonely Boy by Andrew Gold
For me, coming up with the initial idea — the jumping-off point — is usually the most difficult part of the creative process. So I’ll often visit the Shelter first, to see if any ideas can be recycled for the project I’m working on, but secondly, because even if I can’t re-use the ideas there, they often will be great thought-starters to spark something new.
The pieces I’ve posted here all currently reside in my Homeless Shelter. They’re all pieces which have previously been rejected for whatever reason but which I still use as creative inspiration. I invite you to watch, listen, and most importantly, consider creating a “Homeless Shelter” archive of your own, where you can begin to amass a cache of ideas to draw from, as well.
Posted in advertising, audio, Cartoons and Animation, Creativity, Freelance, Online Video, Radio, Video, Video Contests, Writing
Tagged advertising, animation, audio, cartoon, commercial, concepts, creative, Creativity, garage, ideas, slater, slatersgarage, video, youtube