Vista Print Goes Fishing For Small Businesses

Do you ever stop and think about how an ad idea gets pitched to a client? Especially the totally off-the-wall creative that will have to be sold to all the key stakeholders.

Case in point the Vista Print ad below. I’m not knocking the ad, I get the concept when you see it in context to the description that is included on YouTube. The thing is, I guarantee you this was pitched to a number of executives at Vista Print and they had to buy into the concept and execution. And the creative team needed to be able to sell this in a short period of time with probably nothing more than a pitch deck filled with static images, rough concept copy, and a kernel of an idea. I’m wondering if during the pitch there was any discussion about production budgets because this was probably a fairly expensive shoot based on the number of people involved, props, and post-production work.

It looks like there is a series of hashtags associated with it, but when I did a Twitter search for #readyforanything and #supportsmallbusiness there were hundreds of results, so neither is unique to vista print. The hashtag links in the description don’t link to anything specific to Vista Print either. I keep thinking there is such a missed opportunity here. Vista Print could have extended this so far beyond the 30 and 45-second video spots created. There is no pull-through to any of their social media accounts that surface the concept in a unique shareable way, and I couldn’t find a micro-site or landing page that extended the campaign either. It’s a shame because the concept is so wacky it could have had some serious traction.

For small business owners, the world is one of constant change. Vistaprint is here to help you adapt to any situation. From the big, to the unpredictable, to the totally unbelievable. Vistaprint is your partner in an ever changing world.