Cutting Edge Commercials

9780130908285

0130908282

Vital subjects covered in this book: How the medium actually works, what you can realistically expect a television commercial to achieve. How to get the background thinking right, ensuring that creative work is correctly targeted and expressed. World famous creative leaders share their secrets about how they get ideas, and how they develop them into scripts and storyboards. Experts discuss the way commercials should be structured to communicate with today's more sophisticated, movie-literate audiences; what kind of storylines will appeal, and how layered can they be? Experts tell how they develop, execute and maintain some of the world's most creative and effective TV campaigns. What are their secrets of consistency? An exclusive special chapter on how to write humorous TV commercials - featuring the creators of classic TV spots like Carling Black Label Dambusters, America's legendary Little Caesars Pizza campaign, and Hamlet Cigars Photo Booth ranked as the single Best TV Commercial of All Time at Cannes. Once a great script is approved, what happens next? How should you choose the right director, how do you control the work, how do you choose the most effective music? " THIS IS AN AMAZING BOOK. I promise you that you will have read something to challenge and inspire you in virtually no time at all. If you're a client who's scared of making a brave decision, a researcher who doesn't know how to interpret research intelligently, or a member of the regulatory boards who still live in Victorian times, read it and weep. " --Steve Henry, Creative Partner, Howell Henry Chaldecott Lury, London " Nobody has ever portrayed the depth and subtlety of the world's second-oldest profession like Jim Aitchison. A former inmate himself, and, strangely, a man with no other agenda than writing the truth, Jim 'gets it'...and what's even more amazing, he can explain it. " --Andy Berlin, Founding Partner, Goodby Berlin Silverstein, San Francisco, and Berlin Cameron & Partners, New York " Aitchison did it again. After unearthing nearly all the secrets of the world's creators of great print, he's done it with television...what's brilliant about Aitchison's book is the diversity and quality of minds that he's tapped...This book has finally convinced me: brilliant television creatives aren't born. They can be made. As long as you read and study every word of this book. " --Bruce Bildsten, Group Creative Director, Fallon Minneapolis " All the world's top creative people will wish they had written this book. And they did. " --Lionel Hunt, Chairman, Lowe Hunt & Partners, Sydney