Guest Critic

It's always hard to make a truly great spot. But resilient creatives are making them everyday. Sometimes there are many things conspiring against you that you have to somehow overcome. After lots and lots of research (watching all of this month's Best Spots), I have begun to think there may be a recipe for a truly great spot that we can all follow and use. Ready? Here it is: great creatives + great idea + great product + great brand + great director + great client. It's simple. All of these things must align perfectly. Everyone has a role. Remove any one of these, and things can quickly go downhill. Remove any two or more and you have to overcompensate elsewhere in the process to overcome it (this doesn't always work, of course and we see this unfolding everyday on TV). As I watched all of this month's spots, I realized the spots that I really liked had the common threads of the above recipe. But I also began to think more about one aspect of it: Those great clients who control great brands buy our best work. The ones who allow us to inspire and push ourselves as far as we can vs. those clients or brands that, despite how hard the creatives will it to happen, it's just not going to. This has to be factored in somewhere, and I don't think we acknowledge it enough in looking at and rewarding truly great ads. The clients who help agencies shepherd the most fragile of ideas through the toughest of minefields so that their brand can speak to their customer in the best, most clear, most concise and powerful voice possible. Everyone has a role in achieving this. And everyone benefits in this scenario—clients, creatives, agencies and, of course, the TV-viewing public.Spots I liked and creatives who should at least appear to be super-thankful for their inspired clients and inspired brands on a daily basis: Nike's "Lance Press Conference." Lance getting a bit choked up while talking about his cancer and how he plans to peddle on. Yes! I think I will save this spot to watch every time I think I am having a bad day. Extremely motivating. Can't say enough about the client or the brand on this one.Miller Lite's "Downpour." It's raining beer, albeit extremely watered-down beer. This is every man's dream. Love the production value. Love the idea. Maybe the spot could have gone without the super-hot-chick-by-the-beer shot at the end, but it is a beer spot. That has to be in there, right? It's a great spot.ESPN's "Running Away." A woman runs from all of the things that try to keep her from running. Very nice. This campaign just keeps going, and for good reason-—it's great. Clearly a delightfully inspired client and brand here. The execution is maybe a tiny bit more Nike and less ESPN, but still stunning.Starburst's "Fiesta." A miniature mariachi band begins to get crushed and drowned in some strange Pavlovian disaster in someone's mouth when the person eats a Starburst. It's funny. It's fresh. It has a client who knows you need to try some stuff to get any attention these days. Plus, it's candy, so why not? Inspired client, to be sure.HBO Video's "Father's Day." Montage of Tony Soprano being Tony Soprano juxtaposed with the song "Best Friend," with payoff "Happy Father's Day." Love this spot. Simple. Wonderful. Even a product shot of the video to boot. Certainly the client was happy with the product shot as well. Proves that a slight occasional negotiation can be worth a lot to you as a creative person.Remember, great creatives + great idea + great product + great brand + great director + great client. On paper, it's so easy. Come on, let's go do more.

Brand Marketing

Guest Critic

Adweek Staff

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