How many times have you seen a great ad but forgot what product it was for. "A chair may be beautiful, but if you can't sit on it, it's not a chair", so true. So with clients hungry for awards how does the advertising industry do what it says it does - create ads ...... that sell products. So is the best creative talent award winning, selling the most product or both?
A stunning piece of film is not a great ad. Not if you can take the product out and it’s still a stunning piece of film. In that case all it does is sell itself, that’s all. It should probably win a short-film award, but it’s not an ad.