Art & Copy: A film about creative advertising

When Reza out of our California office suggested I watch the movie Art & Copy I was intrigued but not too sure what to expect.

The film, through fantastic interviews, superb narration and clever editing, shows you the importance of creativity in advertising and the love advertising agencies give their work.

The filmmakers explain first hand the pitfalls most business owners don’t see when running a campaign and how good creative is set up to avoid these problems by connecting to the target audience more effectively.

The film, although not a perfect snapshot of this mammoth industry, is a very compelling piece of art in itself. I can see why this was the 2009 Official Selection at Sundance.

The agencies interviewed are those whose clients can afford large campaigns, something that is not always the case with Agencies who don’t work with giants like Nike and Apple. However it does show you how if you invest in good creative and placement you will recoup your expenses and then some.

Tommy Hilfiger tells of how so very embarrassed he was when his ad agency used a campaign comparing him (a nobody at the time) to the likes of Calvin Klein and Ralph Lauren. Even so, he was able to go through with the pricey half page ads and expensive 7th Ave billboard in New York. And when he did, he soon became one of the most talked about designers in the U.S. sending his sales skyrocketing beyond his wildest dreams.

Despite the fact that the creators of the “GOT MILK?” campaign or the creators of the dancing silhouette iPod commercials talk about how they are pitting themselves against the giants in New York, they still aren’t necessarily feather weights either. In fact their facilities reminded me of something out of Lifestyles of the Rich and Famous, or maybe MTV Cribs.

Wieden + Kennedy in particular houses a basketball court, and a nice little practice space for bands, among other things! All of these luxuries are to help with the creative process because they know that good creative sells products.

This film lets you see the process agencies undertake to get a campaign. Everything from ideas to approved billboards and TV ads.
Relive the impact of the first Macintosh TV commercial. Re-experience the social movement created out of the JUST DO IT campaign, and learn the startling truth about where that line came from.

The importance of clever, responsible and creative advertising campaign’s that inspire rather than numb audiences comes to the forefront of the themes presented, and while it seems one-sided, the film does not flop.

To learn more about getting creative with your advertising watch this movie, and if you decide you need more help getting good creative remember that you can call on us any time.