Friday, February 21, 2014

Small agencies have big ideas - Creative Excellence Fridays

I've featured a lot of car commercials over the last five years. And the reason is simple. They're great. It's a category that can get lost in the clutter. But every now and again an agency and dealer marriage comes together that births truly memorable car advertising. This started some years back when the legendary Trunk Monkey series came out. I still pull the series up whenever I need a quick chuckle.

Enter  Devito Verdi advertising in New York.  They have been voted best small/medium size agency in America several years running.  And when you see their creative you'll see why.  I  believe they're a thoroughbred agency and not right for every client.   But when a client like Herb Chambers Auto Group comes along, it's a match made in heaven.

A great marriage of agency and client relies first on the client.   They have to have vision and be very comfortable in knowing what their brand personality says and represents.  They have to be at ease in having fun with their brand, knowing full well that humour will always alienate some.  And they need to find an agency that artfully presents this in a way that has edge, but still promotes your brand in a positive light.

Take this first ad for example.  It reminds me of one of the trunk monkey commercials where the monkey "disposes" of a potential car thief over a remote bridge.

I always sound like a broken record when I rail on about how important it is to make the comedy centred around the unique selling point of the product.   Here, the dealership prides itself on its no questions asked return policy.

And in case you were wondering how Devito Verdi would handle a completely different brand category like, say, eyeglasses, here's one for you.

Oh you can guarantee the SPCA made some inquiries about what the dog was actually chewing, but animal rights aside, another stellar piece of work.  I enjoy it when I see another smaller agency prove you don't have to be the biggest shop to get the biggest laughs.  It goes back to another credo we have here.  The biggest idea wins.  Every time.

With over 30 years experience, Tim McLarty  currently works out of Toronto Canada as a writer/voice performer, producer and media strategist producing advertising and entertainment content.  

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