Everyone has talked about Intermarch\u00e9\u2019s wolf. It\u2019s true that the spot is splendid, which is rare enough to deserve applause. People have also reacted to the production method, highlighting the studio\u2019s prowess in motion design, some not hesitating to present it as a comeback of the old artisanal know-how against the bulky AI.<\/p>\n
That\u2019s a reductive, anecdotal angle of analysis… It doesn\u2019t matter the method, only the result counts, right? What I want to highlight here is above all the creative quality of the spot. If the core idea itself isn\u2019t original, the storytelling is very well executed and fits perfectly with the brand\u2019s universe and the season\u2019s mood.<\/p>\n
While most advertisers, once again, content themselves with glorifying their product offers (oh, how beautiful my cake is, oh, how cheap my oysters are), Intermarch\u00e9 makes the effort to contribute to the magic of Christmas by sharing a beautiful story. He\u2019s not the only one doing it, but let\u2019s admit that those who do it are a minority. And it\u2019s not just a budget issue\u2014indeed AI solves that problem\u2014it\u2019s really a question of what advertising should be.<\/p>\n
There are two schools contesting our profession: The first holds that media amplification comes first, that any message will impose itself if it is repeated long enough. If you have nothing to say, say it loud. The second, by contrast, holds that creation comes first, that a seductive, convincing, impactful message will reduce the media effort through the interest it generates.<\/p>\n
Common sense should guide all professionals, advertisers and agencies alike, toward the second solution, because it enriches the world more, especially because media spend is expensive and if a quality message can divide the GRP costs, it practically offers a significant economic advantage. Alas! It\u2019s easier to buy space than to judge creations. It must be said that for thirty years the first school has triumphed over the second. It should also be noted that image banks, budget tightening helping, have contributed to cement its victory, by turning too many creatives into the laborious commentators of photos.<\/p>\n
The example of this wolf, regardless of its making-of, is a fine demonstration of the vitality of the new creative generation. I see it\u2014as a senior advertising executive\u2014a glimmer of hope for our profession, and incidentally for advertisers\u2019 KPIs. If, with the help of computing, including AI (the most incredible palette there is), more agencies return to fighting for ideas, if the second school regains breath, I am convinced that not only will our screens, our billboards, our pages, and our earphones perform better, but our collaborations will be more satisfying.<\/p>\n
We need to bring back more creative ambition at the heart of advertising, for it is the best remedy for procedural frustration.<\/p>\n
Here\u2019s a demanding ambition! A quality creation isn\u2019t just anything that stands out. For it to perform, it must be fair, engaging, and attributable. How many spots have we seen that told an original story with no link to the brand? How many times have we asked what that opaque slogan or that absurd vignette meant?<\/p>\n
Perhaps tomorrow, advertisers who are both cooled by the cost of media and warmed by the accessibility of offbeat ideas will be more willing to buy grains of madness (go check out Thailand\u2014frankly, there is room for it here too), provided the creatives who cultivate them are up to the task. And that\u2019s rarely the case. Talent, you know, doesn\u2019t happen on the spur of the moment. Taking a side step isn\u2019t taking a step forward. A good creation is a transcended strategy, not a neglected one. It\u2019s a brilliantly composed symphony, not a narcissistically justified improvisation.<\/p>\n
To see the coming years mark the return of the son of creative vengeance, we\u2019ll need to find Jedis again and re-train Padawans. Worse: we\u2019ll have to pay them properly again. Well, since production costs nothing anymore… It\u2019ll work.<\/p>\n
With that note of optimism, I wish you happy holidays. And may you have wonderful ambitions for what lies ahead<\/p>\n","protected":false},"excerpt":{"rendered":"
Everyone has talked about Intermarch\u00e9\u2019s wolf. It\u2019s true that the spot is splendid, which is rare enough to deserve applause. People have also…<\/p>\n","protected":false},"author":3,"featured_media":1615,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-1778","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-non-classifiee"],"yoast_head":"\n