An Idea Reality Check

Ideas are these little sparks that happen inside our brain. And then, like the Big Bang, they rapidly expand. In just a few milliseconds, an idea is capable of creating a whole new universe inside your head that’s vibrant and detailed and yet at the same time, somehow lucid and bendy. That’s a pretty powerful power.

Now, a cool thing happens when you share that idea with another person. The spark jumps into their brain and it too rapidly begins to expand, and in a matter of milliseconds it creates an entirely new universe. It’s still the same idea, but that person sees it in the most spectacular way that only their brain can.

If advertising were truly an idea business our job would be easy. You could just go around telling people your advertising ideas and they would probably like your ads a lot, at least the way they imagined them. But the truth is, it’s not an idea business. It’s an idea execution business. We create ads. Physical things that people look at and hold and interact with and inspect.

When people complain that a movie isn’t as good as the book, what they are really saying is that they liked the movie they saw in their head a lot more. After all, imagination has no production budget and the acting is usually better.

The point is, our job in advertising is to execute ideas better than you or anyone could have imagined them. Truly great work surprises us. It actually turns our imaginations off. And in that brief, rare moment reality is actually cooler than anything we could have dreamed up.

So, until we invent a form of idea advertising that is created by and exists solely in the mind of the consumer, we need to stop talking about our great ideas and get much better at making them real. Just remember, it’s your ad verses millions of really vivid imaginations. (For instance this column was a lot better the way I imagined it.)

19 comments:

Tim Siedell said...

At a conference about ten years ago, Bill Westbrook of Fallon said: "Every agency can come up with great ideas. The great ones get them produced." That has really stuck with me over the years.

Love the new format over here, guys. Nice job.

Littlejohn said...

Tim - Thanks for the stellar quote and the thumbs up feedback.

#Funk# said...

i like a lot of how your wirte. Those articles are amazing. Im going to add you as a link in my blog.If you want it come and check mine.

http://funk-funketo.blogspot.com/

Log Lady said...

Sometime ideas, like men, jump up and say 'hello'. They introduce themselves, these ideas, with words. Are they words? These ideas speak so strangely.

All that we see in this world is based on someone's ideas. Some ideas are destructive, some are constructive. Some ideas can arrive in the form of a dream. I can say it again: some ideas arrive in the form of a dream.

Edwin said...

Buy Kamagra
Earn Google
Viagra Cialis
Cheap Kamagra
Cheap Viagra
Cheap Cialis
Make Money on Google
M65 Jacket
M65 Field Jacket
Airline Dog Carrier
Airline Dog Carriers
Viagra Cialis
Earn Google
Airline Dog Carrier
Airline Dog Carriers
Airline Approved Dog Carriers
ED Hardy Wholesale
Copy DVD Software
How to Send Fax
14k Yellow Gold
Redneck Costume
14k Gold Heart
Tandem Baby Stroller

Seslimeydan said...

Thank you for the information your provide. sesli chat Sohbette kalite
SesliSohbet Seslide kalite Sesli Sohbet Sende gel dunyamiza Sesli Chat KatilSesli Chat siteleriBizi mutlu edersin.sesliAlemSesli SohbetburdaSesli ChatSesli sohbetteSesli SohbetSeNSesli ChatGelSesli SohbetAramizaSesli ChatkatilSesli SohbetbizimleSesli Chat en güzelini Sesli Sohbet yasayacaksın Sesli Chat Hadi Sesli SohbetbekliyorumSesli ChatSeniSesli sohbet siteleriArkadasliklarSesli şehir burda
Seslişehir kurulur avsa avsa Sende SesliChatgel
SesliSohbetarkadasiniSeslisohbet siteleribulSesliChat sitelerigelecen misesli chatthansk admin.
SesliChat sitesi gel yanimizaSesli Chat sitesi bekliyorum.

Erika said...

clothes jeans

AF Jeans

Aff jeans

Amani Jeans

Artful Dodger Jeans

Bape Jeans

BBC Jeans

Christian Audigier Jeans

D&G Jeans

Ed hardy Jeans

Ed-hardy Mens Jeans Ed hardy Jeans

Ed-hardy Women Jeans Ed hardy Jeans

G-Star Raw Jeans

Laguna Beach Jeans

laguna beach men jeans Laguna Beach Jeans

laguna beach women jeans Laguna Beach Jeans

RED MONKEY Jeans

Seven Jeans

True Religion Jeans

True Religion Mens Jeans True Religion Jeans

True Religion Womens Jeans True Religion Jeans

sesliyes said...

thanks for sharing perfect site ı am coming everday here
sesli chat
sesli chat
sesli yes
sesli mazi
konya chat
sesli chat

DiSCo said...

Really trustworthy blog. sesli Please keep updating with great posts like this one. sesli sohbet I have booked marked your site and am about to email it

to a few friends of mine that I know would enjoy reading.. sesli chat

DiSCo said...

Really trustworthy blog. sesli Please keep updating with great posts like this one. sesli sohbet I have booked marked your site and am about to email it

to a few friends of mine that I know would enjoy reading.. sesli chat

DiSCo said...

Thank you for sharing a nice article.
seslisohbet

SesliSezon.com said...

seslisohbet

RS Gold said...

Policy remains in force, if you had to pay the premiums on time. Accidental Death Insurance: If the death is due to chance, the benefits are increasing and may even double. Whatever the situation, life insurance is there for you. Take the time to invite bids, and to discuss the insurance professionals can answer your questions.
WOW Gold
RS Gold
Tera Gold
Cheap RS Gold
Tera Online Gold
Buy Tera Gold
Eden Gold
Tera Gold Cheap
Buy Runescape Gold

cambridge satchels said...

cambridge satchels are very fashion, now they have become a popular fashion trend. You will like cambridge backpack very much.

Ojanx said...

I really enjoy reading the articles on this blog
Iklan Baris
Peluang Bisnis
Bisnis Pulsa
Pasang Iklan Baris
Iklan Gratis
Pasang Banner

London Crumpet said...

London escorts directory London Crumpet is created to expose Independent escorts and escort agencies in London. Everybody can post their advert on this directory for FREE.

Anonymous said...

A drunk male Diablo 3 Itemshikes in ways that is pretty impossible for any alcohol free male to mimic, as well as the other way round. The bad man features a way, no matter how clever--to the qualified eyes, Runescape Goldtheir means shows themselves.

Anonymous said...

HD kaliteli porno izle ve boşal.
Bayan porno izleme sitesi.
Bedava ve ücretsiz porno izle size gelsin.
Liseli kızların ve Türbanlı ateşli hatunların sikiş filmlerini izle.
Siyah karanlık odada porno yapan evli çift.
harika Duvar Kağıtları bunlar
tamamen ithal duvar kağıdı olanlar var

Anonymous said...

Ben istanbuldan selda 22 yaşında konfeksiyon içşisiyim Amatör Porno sizleri bekletmeden hemen hikayeme geçiyorum.. Biz 5 katlı bir binanın en üst katında yaşıyorduk ve bir öğlen paydosunda sevgilim beni Anal Sikiş aradı evdeydim çünkü evle iş yerim arasında 2 dakika bile yoktu.. Bende Asyalı Porno sevgilime benden telefon beklemesini söyledikten sonra evin durumuna baktım evde kardeşlerim ve annemin Esmer Porno birkaçtane arkadaşı vardı bu iş imkansızdı tekrardan düşündüm ve çatı katı aklıma geldi sevgilime telefon açıp çatıya çıkmasını ve Fantazi Porno beni beklemesini söyledikten sonra telefonu bir süre elime almadım anneme işe gidiyorum dedikten sonra Gay Porno hemen üst kata çatıya çıkıp sevgilimin
dudaklarına yumuldum az bir süremiz Götten Sikiş vardı ve çok istiyordum onu hemen önünde diz çöküp sikini çıkardım kocaman olmuştu bile... Özlemişti beni HD Porno bitanem başladım sikini yalamaya kafasını öpüyor onu çıldırtıyordum sevgilim saçlarımdan tutmuş ağzımı keyifle sikerken çatı katının kapısı açıldı toparlanamadan Lezbiyen Porno komşunun şişman oğlu efecan gelmişti ben dizlerimin üzerinde sevgilimin Liseli Porno siki ağzımda yakalanmıştım hemen bu halimizi gören komşu oğlu Sarışın Sikiş kaçarcasına gitti.. Sevgilim bir süre güldükten Türbanlı Porno sonra bu şişko neden kaçtı korktu herhalde onu sikicem sandı galiba dedikten sonra bir kahkaha daha attı ben sevgilimin Türk Porno sikine deli gibi saldırıyor yalıyor emiyordum boşalmasını istiyor Zenci Porno sütünü içmek istiyordum sevgilim ağzımı sike sike boşaldı hepsini yuttum bir damlasını ziyan Porno etmedim ve sevgilimle vedalaşıp ayrıldık... Ben her defasında sikiş yapmadan önce yazporno diye olan türkçe siteden Porno izle bölümüne girip seyrediyorum azdıktan sonra şahane sikiş ile gözleri kamaştırıyorum.