I kinda like this new ad for GE, by BBDO New York.

The message is that new ideas are scary, and can only thrive in a welcoming environment.

I bet the ad will resonate with many ad Creatives, who'll feel it's an equally valid commentary on our own industry.

But is it actually true?

Of course, we love to tell ourselves that Clients are scared of innovative ideas. So much so, that most Creatives see the process of making an ad something like this: 


Step 1. The Creatives give birth to an idea. From nothing, we've produced this beautiful, incredible baby. A world first.




Step 2. The Client says: "Hey, nice idea. We just need to make it fit with our brand pyramid."


Step 3. The finished product ends up looking something like this:
And yet...

I've very rarely - if ever - seen Clients who are scared of creativity or innovation. In fact I'd say they crave it.

But they also want something that is 'right'. Which means on brand, on strategy, etc. They make no apologies for that, and nor should they.

This is why, when we show them a baby, they hammer it into a triangle.

It's therefore up to us, I'd say, to create something that is cool, but also 'right'.






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