A few words about making an ad
We believe there are no rules or formulas for doing effective creative.
In fact, the most inspired ads usually break a few.
But these are some guidelines we follow at Weitzman:
Start with a blank sheet of paper, screen, or cocktail napkin. (If it’s been done before, don’t do it again.)
Make a noise. (Before people can believe you, they have to notice you.)
Make a friend. (People tend to reward companies whose advertising they like.)
Avoid devices in your advertising that draw more attention to themselves than to the product. It can create brand mis-association or for that matter, no association.
(Bill Bernbach, of Doyle Dane Bernbach, said it best: “First be clear, then be clever.”)
But in the end… after all the hoopla, meetings and brainstorms… someone’s got to walk into a room, close the door, and write it.