A creative network of the idea, by the idea, for the idea

Wednesday, February 4, 2009

4 (brilliant) lessons in 3:26

On his latest post Seth Goodin shares this clip from Mad Men. He uses the pitch of an idea for Kodak to set the distinction between marketing and advertising. On his own words:
... just about every successful product or service is the result of smart marketing thinking first...
But while watching the clip from Mad Men, some thoughts came to mind:

Find the meaning. Transform what the product does into what it means for the consumer. A slide wheel is a carousel of nostalgia. print it, post it, memorize it.

Don't rush through a presentation. The creative presentation is the final product of a long and difficult process. Enjoy it, set the mood, set up the idea and reveal the drama. Its the time for the idea to shine.

Clients buy passion. The creative director is not "just" reading the copy from a piece of paper. He is delivering it, feeling it... he made this product, his product. It belongs to him and he's sharing, not presenting.

One thing at a time. Notice how there is no talk about next steps or budget or recos. The emotion taken from the presentation must linger on the clients minds. Let the idea be the protagonist.

Nostalgia indeed.


  1. Totally agree. The culmination of all that work is the creative presentation. Some thought has to go into that as well. For me is more important what you don't use, than what you do. If you don't need a ppt presentation, don't use it. If you don't need boards or cut outs, don't bring them. What you choose to leave out is more important because that will give you focus on what you decide to bring in. It makes all the difference.

    On another subject, I think the ad is great. Very well thought out and delivers on a tangible promise to whoever buys it. I didn't hear about how it works, how much power it needs, or what is it made off. I don't need to. I just want to go out and buy it (hypothetically, as I have iPhoto now) because of what delivers to ME as a HUMAN being, as a PERSON.

  2. I LOVE the idea of "sharing" and idea versus presenting one. The word presenting itself, makes the whole situation more tense and formal. If you were to share something that you have created from scratch, the mood is set differently, the energy will be more positive and the anxiety to be "accepted" would be put aside. LOVE IT. Let's share, because "sharing is caring". And clients love that, they want to be engaged, guided and entertained.

    And of course, don't USE ppt if you don't need to. Imagine you are in a movie, identify your role and play the best you can. Strive for the Oscar, not for a people's choice award. Because then it becomes about pleasing, not about entertaining or engaging.