Democratising creativity

In today’s age of UGC the question always arises of quality. Can the great unwashed really come up with good creative? Well TBWA certainly think so. Using “real people who don’t work in advertising” is now commonplace at TBWA\London, according to its executive creative director, Steve Henry. Briefs have been put on the internet and Henry plans to put some up in the agency’s reception, so that people can walk in from the street to work on them.

And why not. This year’s Super Bowl, coverage of which contains the most-prized TV commercial slots in the US, featured a 30-second ad for the snack brand Doritos that was created via an online competition run on Yahoo!. Of the 2,000-odd entries, the client apparently deemed 22 of sufficient quality to have been shown.

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