Being Forced Into Unoriginality.
Have you ever pitched an idea where you start off saying, "It's a little like (insert name of commercial here)."
So you're willing to admit your idea is similar to something that's already out there? That should have been the first concept to be pitched into the garbage can.
The saying is true: there are no original ideas left. You can look at any idea and probably trace its influences all the way back to cave drawings. And that's okay. We're sponges. We draw influences from everything around us. An idea lacks originality when you're mimicking something that is still fresh in consumers' minds. You can't do a series of talking lizard ads an not have people comparing you to Geico, even if your campaign is for a fast food restaurant. (I know a lizard representing fast food doesn't sound appetizing, but you get my point.) Right now, I'm waiting for other brands to come out with their own version of the Old Spice Guy.
Successful campaigns spawn imitators. Giving in to it will suck the creative life out of you. Sometimes it's unavoidable. Your client looks at their competitor's great work and asks for something like it. What do you do?
You may have to give in — a little. If you are given the creative direction, you are expected to deliver. But don't let the lack of originality eat at you. You're going to have to find that "special twist" that won't make you look like a shameless copy. Is your lizard the size of Godzilla or do you go campy with a spokesperson in a Barney-like costume?
You're creative. Maybe you can make a bad direction work. It happens everyday. If you can't save it, your next objective is to come up with stronger, more original concepts to be presented with the copycat. Expose the bad idea, by comparing it to the more solid concepts.
Clients want the best idea. The better ones often ask for your recommendations. Always come forward with something that won't make you hide your face in shame. Then hope that's the one they pick. If they still want the lizard, (sigh) chalk it up as one less piece you won't be putting in your portfolio.
So you're willing to admit your idea is similar to something that's already out there? That should have been the first concept to be pitched into the garbage can.
The saying is true: there are no original ideas left. You can look at any idea and probably trace its influences all the way back to cave drawings. And that's okay. We're sponges. We draw influences from everything around us. An idea lacks originality when you're mimicking something that is still fresh in consumers' minds. You can't do a series of talking lizard ads an not have people comparing you to Geico, even if your campaign is for a fast food restaurant. (I know a lizard representing fast food doesn't sound appetizing, but you get my point.) Right now, I'm waiting for other brands to come out with their own version of the Old Spice Guy.
Successful campaigns spawn imitators. Giving in to it will suck the creative life out of you. Sometimes it's unavoidable. Your client looks at their competitor's great work and asks for something like it. What do you do?
You may have to give in — a little. If you are given the creative direction, you are expected to deliver. But don't let the lack of originality eat at you. You're going to have to find that "special twist" that won't make you look like a shameless copy. Is your lizard the size of Godzilla or do you go campy with a spokesperson in a Barney-like costume?
You're creative. Maybe you can make a bad direction work. It happens everyday. If you can't save it, your next objective is to come up with stronger, more original concepts to be presented with the copycat. Expose the bad idea, by comparing it to the more solid concepts.
Clients want the best idea. The better ones often ask for your recommendations. Always come forward with something that won't make you hide your face in shame. Then hope that's the one they pick. If they still want the lizard, (sigh) chalk it up as one less piece you won't be putting in your portfolio.
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