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.
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