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The Reality Zone
Dear Reader
That which is the most prosaic can, at times, be creative. The best creative is written in what I term the ÓReality Zone. Too many advertisements today, both broadcast and print, are written in the Twilight Zone.
An ad can win awards without winning over hearts and minds. An ad can strike one's funny bone and leave the consumer laughing, but without a clue as to the name of the product or its attributes.
"Clever" is not a word I like to use in the framework of great advertising. I much prefer "interesting," "message-driven," "strong call to action" and Ñbrand-memorableÒ Reality Zone ads.
The Reality Zone, however, is not risk-free. If it were without risk, I would be advocating a rather dull creative landscape. I donÒt shy from taking calculated risks when there is a potential for reasonable reward.
The Reality Zone, solid creativity and managed risk are not mutually exclusive. In good communications, they go together like a fish, chips and mushy green peas.
Michael Willard
Publisher
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