ADVERTISING UNCUT

PROGRAMME 2: WHERE DO IDEAS COME FROM?

PROGRAMME OUTLINE

00:00 – 00:54

'Great advertising is all about great ideas.' What is a great idea? We hear young people's comments.

00:55 – 01:57

When Robinson's wanted to launch a new fruit drink, they called in an advertising agency to create the publicity for it.

01:58 – 05:20
The brief

The company must decide what they want to say about the new product. Robinson's selling point will be that the drink provides one of the recommended five portions of fruit a day. We also see the ad for the new O2 mobile network and hear about the time constrictions. We hear young people's comments.

05:21 – 09:19
Presenting the brief

We see the Robinson's team discussing their brief. The Phones 4 U advert is shown and discussed by professionals and young people.

09:20 – 13:10
Juggling ideas: the brainstorm

Young people are asked how they imagine the ideas come about. The creative team from the advertising agency BBH is shown discussing its ideas. Humour is important.

13:11 – 16:04
Star qualities: using a celebrity

The use of celebrities in advertising is discussed, specifically the Adidas advert featuring Jonny Wilkinson and David Beckham. The art of advertising is keeping it simple, and that advert is seen as a great example. We learn that David Beckham is currently the most featured star in adverts and that he earns far more from advertising than from playing football.

16:05 – 19:30

Whilst humour and celebrity are successful elements in adverts, there are different tactics – for example, shock. The anorexia advert is seen as a good example of this. It was made for the charity, Anorexia Awareness, using tips from pro-anorexia websites. We hear young people's reactions as well as comments from the professionals.

19:31 – 23:30
Pitching the idea

The team must pitch the idea to the client. This strategic thinking is based on the brief they received. The pitch is compared to an exam: one hour of intense presentation after months of preparation. Bad briefs are described and a good pitch is shown. The secret is simplicity: if you can't explain something in a few words, the idea is too complex. However, it takes months of work to create something that stays with its audience for a long time.