Generating A New Creative Normal In TV Ads

Ensuring this byproduct lasts after the pandemic subsides for good was the focal point of NBC Universal39s virtual quotCreativity Summitquot last week presented prior to NBC39s combination 30 Rock reunionUpfront highlights special quotGreat creative both shapes and reflects our culturequot NBCU Executive Vice President Marketing and Advertising Creative Josh Feldman noted when introducing the event quotWe hope this is the beginning of a conversationquotFor Wieden Kennedy Managing Director Neal Arthur generating commercials that strike a connective tone with audiences the last few months has shifted the creative juices both advertisers and their marketing agencies contribute to the situations quotThe shift has been wildquot Arthur described as an opening panel member quotPeople want ads that are meaningful You have to do and say something useful that do something There39s very little space now for ads that just say 39we39re here and we understandquotInstead there39s a wide space for messages that clearly declare how companies will empower their consumers to live as best they can under pandemic circumstances often by supporting community outreach programs and small neighborhood business quotWhat39s freeing about this time is we39re getting a more personalized environments where commercials come across as one person talking to anotherquot Arthur continuedA second panel showcased a trio of advertisers and the creativity they mustered with agency or marketing partners to get their pandemiccentric commercials produced For State Farm Insurance their creative onair coronavirus reaction came from hasty yet close input with collaborator The Marketing Arm They came up with a refresh on State Farm39s longrunning quotlike a good neighborquot motto introducing policy access and payment options from the company39s network of agents nationwide quotSpeed to market on the creative was critical Collaboration was keyquot noted State Farm Senior Vice President Kristyn CookAt Ulta Beauty officials decided to pivot their advertising in an empowering direction for women assisted by McCann39s marketing team The lesson learned here quotCreativity is not a skill you put on hold in a crisisquot explained McCann New York CoChief Operating Officer Tom Murphy quotThere39s insane amounts of creativity going on a renewed source of energyquotWhat resulted was quotSee Beautiful Todayquot a set of commercials building on Ulta39s manifesto that in the darkest of times people39s inner and outer beauty can rise to the challenge The spots also used information taken from a study project Ulta launched last year to monitor worldwide personal health and selfcare trendsquotBeauty brings out the possibility in every personquot continued Ulta Chief Marketing Officer Shelley Haus quotWe choose to see the beautiful and the kindnessquotFor the last decade American Express has partnered up with a division of Dentsu on various advertising and marketing matters quotIn the end that makes great creativequot said Elizabeth Rutledge American Express39 chief marketing officer quotYou appreciate it allquotWith such a durable partnership Dentsu and American Express39 ability to counter fastbreaking pandemic developments around the country with effective and creative messages was a quick matter The answer was new commercials built around the credit card organization39s annual support of small business through its quotOPENquot campaign Viewers were urged to shop and patronize small businesses in their area as much as possible while American Express launched additional nearterm services to keep businesses afloatquotWe wanted to make sure we are heroing these businesses spotlighting their grit and their agilityquot answered Dentsu Global President Jon Dupuis quotThey39re showing up for us and we should show up for themquotWhen you agree on the beliefs to visualize on camera quotyou know how to behavequot Dupuis added quotThis will be critical for any brandquotIn the end advertising creativity and innovation will roll on if executives are willing to embrace reinvention over and over again according to Arthur quotThere39s all the impetus in the world for people to do things differently We need new voices now more than everquotOne Piece of Advice to Generate CreativitySHELLEY HAUS quotMake people feel wantedquotTOM MURPHY quotCreativity is the only way to survive It39s never been truerKRISTYN COOK quotFocus on the art of the possible Be courageousquotAMY ERSCHEN EVP The Marketing Arm quotBe bold a builder and let ideas breathequotELIZABETH RUTLEDGE quotHave a point of view and speak upquotJON DUPUIS quotContinue to look for outside inspiration Bring it into the processquotClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNet

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Generating A New Creative Normal In TV Ads

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Simon Applebaum

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