The holy trinity of great ads

Writing, casting, performance. Without excellence in all of these elements, an ad will struggle to be truly great. Getting one of them wrong turns the potentially brilliant to merely good. Get just one of the three right and you have a damp squib on your hands.

It’s no big revelation to say that the Americans are excellent at bringing this holy trinity together. From the classic Fedex campaigns to Real Men of Genius and Skittles on to more recent work like Old Spice, Dos Equis and DirecTV, they’re consistently treating us to perfectly crafted classics. The best agencies over there are hyper aware that we’re competing for people’s attention with an almost unlimited smorgasbord of high quality content: HBO TV shows, illegally downloaded movies, big sporting events, internet porn. Be as entertaining/interesting as other stuff I could be watching or be ignored/turned off/skipped/blocked. In short, why should I waste my time on your ad when I could be watching Jerry Seinfeld’s Comedians In Cars Getting Coffee? It’s a difficult conundrum for ad agencies. But when the Americans bring human insights to life with cracking dialogue and world class acting, they deliver mini-masterpieces that pack phenomenal drama/intrigue/excitement/pathos into a mere 30 seconds, while flogging a product. Impressive stuff.

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About antmelder
Creative Partner at DDB Sydney; passionate vegetarian; lover of books, boxing and Bruce Springsteen.

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