The one good practice marketing execs must adopt in 2018.

Engaging the theater of our minds, let us pretend you have $100,000 to spend on producing a TV spot. We know the reality falls somewhere between $5,000 and $2,000,000, but bear with me. When you presented your budget to your agency, the account executive probably said something dashingly low-key, like, "We can work with that," as if they had a choice. From there begins the beautiful machinations of building a TV commercial. What fun!

What you don't see on Mad Men is the barbaric process of elimination that occurs in pre-production – an exercise that whittles the copywriter and art director's epic vision into a grotesque Frankenstein that is an affordable marketing message. Most of these cuts are purely pragmatic. ("Why don't you just set this spot on the moon?" a frustrated production manager once screamed at me).

Every cut is felt, however. Shooting will be reduced from three days to one. The script will call for a majestic scene atop a Hawaiian volcano, but will ultimately be shot in the creative director's back yard. The celebrity voice over you pitched in the creative presentation will become a local talent who can manage a passable British accent. 

These are all age-old sacrifices. However, smart branding managers (like yourself) should resolve to stinking to an unbreakable production absolute in 2018: never skimp on the on-camera talent.

It is said that great photography is all about proper lighting (which is something you should never mention to a photographer). Likewise, a great TV spot is all in the casting (though you should spare the writer that truth). 

Consider a recent campaign for DirectTV, which pokes fun at backwards consumers who prefer cable TV over Dish. Conceptually, it's a mediocre idea with a big media budget. But what makes the campaign work (and work well, apparently) is the professional casting. 

Brands with heroically small budgets are tempted to cut costs by casting their articulate employees, cute relatives or (gasp) themselves in their TV spots. This may save you a fee, but it will cost you magic. Behold DirectTV's perfect casting! 

Whether plucked from the local stage theater or selected from a well-connected casting agency, the actors employed by DirectTV are the best part of what could have been a boringly juvenile idea. You can bet these thespians came at a significant cost to the brand. However, what price might have the brand paid had the campaign failed to penetrate consumers' minds and bounced ingloriously into the ether?

In 2018, resolve to improve your branding through acting. The initial costs are high, but the end result is rewarding. 

Jeremy Harper is Chief Instigator of Storm the Castle Creative and is, according to his wife, a very poor actor. 

The many forms and legitimate function of advertising stereotypes

Recent news in advertising has centered on regulating stereotyping in advertising. I have two sons. Advertising stereotypes concerns me, especially when they perpetuate ideals detrimental to society’s growth.

A post in Adweek took on Carl’s Junior advertising as a prime example. Cartoonishly sexist with its bikini-clad models jamming enormous hamburgers into their mouths, the Carl’s Junior brand has long been “Exhibit A” for advertising’s negative use of stereotypes. It’s effort to reform and focus on food is applauded.

But there is a case for stereotypes.

For creatives, the stereotype is the launching point for a message that must be delivered quicker than a synapses can snap. For example, thanks to a decades-long diet of Homer Simpson and Peter Griffen, we’re all well aware that suburban Dads are a dopey, selfish slovenly lot with soft guts and an unending appetite for beer.

We all look this, right guys?

That single stereotype has given birth to a billion television commercials, ranging from beer and cable TV packages to deodorant and potato chips. And we’ll keep on perpetuating this stereotype. Why? Consumers seem to like it.

In fact, there are many stereotypes to which consumers gravitate: Sensible Mom, Hip Minority, Wisecracking Teen, Nosey Neighbor, Funky Grandma, Precocious Kid, Fun Loving Girlfriends, Savvy Millennial, Grouchy Father-In-Law. Why won’t they go away?

Two reasons: consumers eat them up and ad agencies find it cost effective to spoon it ‘em out. After all, the majority of advertising isn’t meant to nudge society forward. It’s designed to connect with consumers in very broad ways. To stray from stereotypes is to take a risk. Considering the cost of a 30-second TV spot, most clients are willing to exchange a stab at the avant gard for a proven commodity.

Stereotypes aren’t going way, but they can evolve. Dopey Dad can acquire a few IQ points. Father-In-Laws can lighten up and Precocious Kids can speak more like real kids. But don’t count on too many Carl’s Junior transformations. Somebody has got to sell the burgers.

Push Your Brand Forward Five Years

A couple years ago, I was working on conceptualizing a television spot for a small (but rapidly growing) brand.  Many people in the room seemed to carry a pre-conceived view about the brand, often dismissing and even smirking at concepts that placed the brand in an elite light.

Jump into your time machine and concept five years into the future. 

“Come on,” was a common assessment. “That’s not who they are. Be realistic.”

Rather than build up the client, there seemed to be a greater focus on bringing the brand down to earth. I suggested that we focus on what the brand aspired to be. Why? Because this is how we want our consumers to view our brand.

Aspired Advertising accepts that we as advertisers aren’t 60 Minutes. Our lot is to enhance the image. Though we should never embellish the brand beyond disbelief, we should proceed using the brand’s potential as the base.

Here are three Aspired Advertising tips that can accelerate the process:

1.    Move the brand up five years. Never start at the brand’s current state, but imagine where the brand could be in five year’s time. It will have grown, right? Become stronger. More attractive.  Start with tomorrow.

2.    Push to be bold. Many clients are modest to a fault, hoping that consumers will organically see and accept their beautiful attributes. Instead, be brazen and bold; as bold as your audience. For they do not wish to associate with tepid brands. 

3.    Respect a brand’s challenges. Small brands that take on the Brand Establishment are brands deserving respect. Take up the creative sword and adopt their cause. View the battlefield through their lens. Then you will work to elevate your creative to the brand’s aspirations.

Bonus advice: If you can’t be excited for the brand, tap out. It’s okay. Find a brand that stokes your fire.