A TV ad you will never see in Europe

Keep it simple stupid

Why is it that European advertisers won't take a chance to do something different and unexpected that will make the audience laugh big time and give them that new dynamic image they're looking for ? Adpeople often see clients (advertisers scared to lose their money) coming up with a briefing asking them to create an ad that will make their brand look younger, cooler, more dynamic, and all that jazz. At first, art directors try to let their madness come out, several times. Each time, they face a desapproval from the client. So in the end they are forced to come up with the same kind of idea that has already been done in the past by the advertiser. And they love it because it's cheap, not too risky and, in their opinion, a good way to put their message accross.

Well have a look at this TV ad I just saw on the yes but no but yes blog:

 

Now can someone tell me why American TV ads are so much cooler than ours ? Come on guys even an American ad for Kellogs can make me laugh after I've been working several month on a campaign for the same product as I told you earlier on. I'd love to see ads like this one on my TV screen (even though I barely watch TV now). And don't you corporate people tell me that the American audience is different from the European audience. You're WRONG. Americans are always one step forward when it comes to advertising.

See you on TV guys.

Bob Harris