As those of you who’ve been in the business a while know all too well, creative people CONSTANTLY complain about two things:
1. Not enough time to come up with a brilliant idea.
and 2. Not enough money to execute that idea properly.
My experience has shown, however, that 85% of the time, the first ideas a creative team comes up with are the best. The rest of the concepting time usually just validates how good the original ideas are. Why is this true? Because the first solutions are THE SIMPLEST. They are the most direct way to get from point A to point B. And in today’s world where we are bombarded by more print, TV, online and viral messages than ever before, SIMPLICITY SELLS.
Take look at these two TV spots for Apple. The entire campaign is just two guys against a white seamless…and each spot makes one single point. Memorably. The only prop in the first ad is a Kleenex! Pretty darn inexpensive.
The entire campaign shows that you don’t need a lot of production dollars to make an impact, sell product and, yes, even win some creative awards!
This next spot, however, is the ultimate in simplicity. It has NO on-camera talent, not even a voice-over. It doesn’t even show the product! And my jaw dropped when I saw it over the weekend.
It’s unbelievably good!! Take a look.
No elaborate production. Just a writer that sat down and stubbornly and persistently worked a bunch of words until a truly brilliant piece of advertising emerged.
So the next time you get a project with a tight timeline and a tighter budget, I hope you’ll remember how powerful a simple, uncomplicated idea can be. Go to it!