Every great commercial / advertisement has always had that something little more than others, that extra secret ingredient to make commercial tasty enough for every hungry consumer.
One of the main bridges to build to ensure the connection between relations from company to a customer is to show something new, exciting and innovative. "Omg, this is so cool, i have never seen anything like that" - should be an average "youtubers" comment after seeing an ad.
Taking the same old concepts, putting them in new frames and the other way around.
A company i really admire and want to be a part of one day: wieden+kennedy !! Incredibly nice ideas, great concepts of the values and believes in the company and remarkable outcome - commercials.
This companies "extra something" starts with the inside, as it always should be.
As Kennedy mentioned in the documentary about advertising "we are like a high school with a lot of money" meaning that they never stop experimenting, making it a failure (+ one of the office walls has a huge installation saying "Fail Harder" ) safe place, from where great ideas comes from.
So one of the advices, is to create a safe environment, where no major harm can be cause and let the game begin.
Not saying that you'll get Madison Avenue level high if this one advice will be taken in consideration, but will surely give a great outcome, besides the great fun of making it. !
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