As I menitoned a few weeks ago it's that time when we all talk about ads of the year. Over on Scamp's blog there is a debate on which is the best TV ad of the year. All of the UK ads that are talked about have no dialogue in them. What's going on there?
It used to be that we were the kings of the one liners, the witty put downs, the demure voice over. No more my friends. It's gorillas, cakes, rainbows, bunnies balls dominos you name it just no talking - or even acting.
The only ad that I liked this year that I can think of with some acting or an attempt at a story is the Heineken lobster ad. I think that's well written and well directed.
So why is this? Money? It's certainly cheaper to do away with actors. Bu then how much was the guiness ad? Is it because having a one man creative team (usually an art director - Juan at Fallon etc) is cheaper? Can't be that much cheaper? From my point of view I think it's just that we are not cultivating writers anymore.
If you have a look at the comments on Scamp's blog you will see that a lot of US readers nominated ads. All of them had dialogue and acting in them. We know that there is a history of US TV dramas being fantastically written. The power and kudos of the 'writers room' being omnipotent in US dramas.
So we have a trend. All the good UK ads have no dialogue or acting in them and all the good US ads have great dialogue and acting.
I hope this reverses itself sometime.
James Cooper
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Member since: 03 Jun 2008
Last login: 17 Nov 2009
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