Looks Are Important!

Alot of people think individuals who talk about ‘high production values’ are the sorts of tossers who only drink red wine, wear black turtlenecks, watch independent movies and dine on alfalfa sprouts or mung beans.

They think these people are arrogant, condescending and out-of-touch with what the general public needs … wants … appreciates.

Alot of clients also seem to think ‘production value’ translates to ‘agency making more money’ and are becoming more and more miserly with their budgets … whilst simultaneously being more and more demanding in their expectations.

Now while we’ve met some individuals who suit those character-assassination attributes … and there’s been more than one agency that has raped a client interms of production costs … the reality is that how communication ‘looks’ can have an incredible impact on how well it resonates with society.

Don’t get us wrong … we’re not advocating style over substance … nor are we saying clients should continually give in to spiralling production costs … and we’re certainly not equating ‘high production value’ with cliché-driven ’status’ communication … we are just saying that if you don’t appreciate the importance of ‘visual treatment’, you can end up with something like this …

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For those who don’t know what it is … it’s supposed to be a ‘take’ on the Catherine Zeta-Jones / Sean Connery movie ‘ENTRAPMENT’ [which came out in 1999] … except they’ve used a fat chick with a J-Lo arse and the most convoluted ‘back pain’ shot ever. It makes Nurofen look like a cheaper-than-cheap ‘own-brand’ and demonstrates …

1 The client had a small budget

2 The client was told/felt it this ‘idea’ [used VERY loosely] only required a small budget

3 The agency didn’t realise this was a shit execution

4 The creatives forgot the importance of production value – so if the idea needs money to make it ‘work’ [and the client hasn’t got it] … it’s better to think of a new concept or try and increase the clients budget [which this idea obviously DOESN’T DESERVE] than to go ahead and produce this sort of monstrosity.

However, as Nurofen seem happy to produce god-awful, lowest-common-denominator-of-imagination work, we’ve come up with my own executions which we are more than happy for them to use for a fee – and we can be dammed sure it’ll cost a hell of a lot less than their agency charged them for this bollocks. 

Sort it out Nurofen – your ads shouldn’t give people a headache, unless that is part of some cunning sales strategy! Ha!

Nurofen 1

  Nurofen 2  Nurofen 3

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