Deutsch New Yolk has worked out how to get your attention. It’s calling on you to stop great ideas from dying. That’s something close to your heart. You’ve felt that pain.
The animated mock PSA is, in fact, a call for entries for the 2017 Andy Awards. It’s supported by a mock charity website, that makes the point that while you’re out there fighting to save the whales, the ANDY Awards Jury is “fighting to save great ideas while highlighting the show’s mission to raise the standard of craftsmanship, and as the first show of the season, setting the tone for the industry”.
There are three spots in the Deutsch campaign, all animated by Superfiction in South Korea. In the first film to be released an creative director hears that his wife wants a divorce. He batters the innocent ideas that his creative team has brought him, in a rage.
An animated Fernando Machado, Andys juror and Burger King SVP of global brand management, appears and begs the audience to think about the thousands of ideas that are murdered every day.
Two more films will follow, highlighting how focus groups, lawyers and clients kill ideas.
Pete Favat, 2017 chairman of the Andy Awards and chief creative officer of Deutsch North America commented, “Experiencing the death of a brave idea is gut wrenching, but we’ve all been through it. Sadly, some people get used to it. Unfortunately, provocative ideas die in quiet, private places with no one watching. We want to expose the sometimes ridiculous reasons why these ideas die every day and hopefully put a stop to it. Maybe people will use these short films to help stop the insanity and produce braver work.”
Gina Grillo, president and chief executive officer of The Advertising Club of New York and International ANDY Awards, added, “It takes a lot to get a great idea through the advertising gauntlet. At its core, this campaign is about everyone in our industry – clients, creatives, lawyers, etc. – collaborating to be brave and stand up for creativity. Our hope is creative types everywhere will live vicariously through these scenarios and vow to fight harder for the ideas they believe in.”
The call for entries campaign will continue through February, with videos, social content and banner ads.
