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  • Casual Articles - How To Produce A Great TV Commercial AFTER The Client Buys A Bad One

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    commercial gets the phones to ring and the cash registers to open...that's the way it is.

    And yet your job and your entire career hinge on whether

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    After all of the late nights concepting, all of the arguing with your Art Director and your Associate Creative Directors, your Creative Directors and all of the account people and the media people and the head of the agency, and the fellas who vacuum the conference rooms late at night, the great news is you sold a television commercial!

    The bad news is... it reeks. And you know it.

    But chin up...because while you may have sold a piece of you know what...you don't have to deliver it that way...at least not without a fight.

    Listen, clients could care less about creative integrity...if the commercial gets the phones to ring and the cash registers to open...that's the way it is.

    And yet your job and your entire career hinge on whether o

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    of the account people and the media people and the head of the agency, and the fellas who vacuum the conference rooms late at night, the great news is you sold a television commercial!

    The bad news is... it reeks. And you know it.

    But chin up...because while you may have sold a piece of you know what...you don't have to deliver it that way...at least not without a fight.

    Listen, clients could care less about creative integrity...if the commercial gets the phones to ring and the cash registers to open...that's the way it is.

    And yet your job and your entire career hinge on whether

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    ou sold a television commercial!

    The bad news is... it reeks. And you know it.

    But chin up...because while you may have sold a piece of you know what...you don't have to deliver it that way...at least not without a fight.

    Listen, clients could care less about creative integrity...if the commercial gets the phones to ring and the cash registers to open...that's the way it is.

    And yet your job and your entire career hinge on whether

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    now what...you don't have to deliver it that way...at least not without a fight.

    Listen, clients could care less about creative integrity...if the commercial gets the phones to ring and the cash registers to open...that's the way it is.

    And yet your job and your entire career hinge on whether

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    commercial gets the phones to ring and the cash registers to open...that's the way it is.

    And yet your job and your entire career hinge on whether or not your work is judged to be creatively 'good.' In effect, as an ad agency creative, you have to serve the clients, AND your agency. (No one said this would be easy. And it's not.)

    It's a delicate act. And you'll have to know who has to be pleased MORE when the time comes. But for now, start packing, you've got a lemon to shoot.

    The best advice I ever got when I knew that I was headed to Los Angeles to produce 'drek' (agency slang for crap) was to SWIM AGAINST THE CURRENT the entire rest of the way.

    That meant fighting the rest of the way through all of the rest of the process

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