Tuesday, August 9, 2016

We're all Creative Directors

These days everyone is a Creative Director.

The kid who graduated from Art Center three months ago, he's a Creative Director.

The woman who designed the 78 X 128 banner ad for Pepsi, she's a Creative Director.

The planner who convinced management that the scope of her work extended beyond big data, she's also a Creative Director.

In fact, it has become such a sought after title, stars in Hollywood have poked their heads out of their customized trailers and said, "I want to be a Creative Director."

And now the ranks are swelled by such luminaries as Justin Timberlake, Alicia Keys, Will I Am and of course, Swiss Beatz.

The latest entry to the club, once reserved for people who actually knew the craft, is shirt-averse Mathew McConaughey -- who has just signed on to be the Creative Director on Wild Turkey. For those of you who know, Wild Turkey is a bourbon for people who don't know the first thing about bourbon.

Perhaps it's only fitting that the distiller now has a Creative Director who doesn't know the first thing about advertising. You see, MM isn't satisfied with just some titular role. Oh no, he's more than just a pretty face and rippling triceps.

According to the article in ADWEEK, MM wants to get his hands dirty and be involved with every piece of the process.

As the newly minted CD put it:

"When making a movie you have two hours to tell a story. here I have 30 seconds to re-introduce the world to this authentic American brand that has shaped an entire US industry: bourbon. It will be very interesting and fun."

A couple of things Matt, can I call you Matt?

Your naivete is so refreshing. I don't know if you've heard, but 30 second TV spots are so outdated and traditional. The business is all about "extending the platform and engaging consumer interaction via the disruptive use of emerging technology and all its various paradigm shifting possibilities."

MM: Wait, what?

Also, you used the word authentic. That's not on-brand. Our Content Strategists tell us people associate authentic with old. Heritage. Traditional. Wild Turkey is about youth. And energy. And being aspirational. You know changing the world for the better? I want you to see this.

And finally Matty, can I call you Matty? You know that e-mail blast you wrote to the Southeast Distributors, well the CMO thinks the call to action is a little weak. Needs more urgency. Why don't you give it another shot. You know, now that you're a Creative Director.

Oh and have fun with it.

No comments: