We have all done it before. We looked at an international ad and said, “Wow. That nice but it would never get done in Trinidad.” For one reason or other, the client or the Creative Director shoots down the concept. I saw the print ad for Volkswagon where an aged couple lie on a couch, the woman wrapped in the arms of the man. Covering them both is a large towel with the Volkswagon logo. The copy reads, “Surrounded by safety.” As clear as the message is to understand, I doubt that a local equivalent would have been able to make it to press. I asked my colleagues to give me the reasons that would happen. Here are the top reasons:
– Too much white space.
– The public will not get it.
– Logo not big enough.
– Where is the car?
– That couple is not the demographic.
– Not enough branding.
– The public will not understand the message.
