Smaller budgets = Bigger ideas
Good to see the Gruen Transfer back on TV last night.
Even better to see them discussing the merits of the Baz Luhrman helmed tourism campaign for Australia.
I can't remember the budget of those ads, but suffice to say it was a lot of money.
Which got me thinking - Will we be seeing less and less mega budget TV ads over the next 12 months?
I think we will.
Surely the days of the Carlton Draught Big Ad are over. At least for the next 12 to 18 months?
The internet is already impacting on mainstream ad budgets, so the recession will surely hit TVC production even harder.
Which I actually think is a good thing. No really!
Because with less money to spend creative people are going to have to get really creative with both their thinking and their problem solving.
Who knows - We may just be entering a new golden age of Oz ads. An age where ideas are far more important than special effects and big budgets.
Labels: big ad, budgets, gruen transfer
posted by Stan Lee at 6:36 pm
5 Comments:
The one thing I liked about the Gruen Transfer last night was the suggestion that maybe we should give 30 film makers $1 million dollars each - and see what sticks.
That sort of strategy as execution is going to drive innovation in the industry - whether we like it or not.
The headline says it all. As they say, "Necessity is the mother of invention." There is no greater "necessity" to drive invention than a small budget.
Ad agencies have become spoiled. It is simply stunning that there are agency creatives who believe -- truly believe -- that a good spot can't be made for less than $500,000.
What a joke...
All you have to do to find proof to the contrary is look at the wildly successful spots pouring out of small agencies for small clients every year. And they often have budgets of $25,000. Or less.
FedEx had one of the greatest Superbowl ads ever, and it must have cost (by my estimation) around $5,000 to produce. The spot's only visual was a "test screen" (you know those color bars that a station airs when the broadcast goes dead). The only audio was the constant "beeeeeepppppp" tone that goes with a test screen. Copy scrolled along the bottom of the screen saying (essentially), "You should be watching a spot that cost $2 million to produce. There were dancing monkeys and tons of special effects. Unfortunately, the ad agency chose some other overnight carrier to ship the spot when they should have chosen Fed Ex."
My friend, methinks this is the dawning of the golden age of multi-platform DM ... hooray!
one of our clients just slashed their tv budget for an upcoming campaign from 1 million to 100K...
doesn't scare me though...that's probably the biggest tv budget i've ever worked with...
all the others costed under 40K...ah, the joys of working in DM.
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