So I've been having this rather interesting conversation with many in the biz lately.
When presenting "great work" - do we have to sell it or does "great work" by its very definition sell itself?
Personally I'm torn. Great work should be so universal in its nature that it is just obvious... "we have to do this" should be the refrain. But then I think of some of the clients I've worked with over the years and I can see where even great work would become the servant of ego, politics and well just poor taste.
So as I sit here I think I finally got the holy grail of advertising. All products and services basically say one of three things.
I make you look better doing something. I make you better at doing something. I make you look like that you care not about upward capitalism and looking better, you are dedicated to you and using me shows people that about you. We simply like each other and choose to be brand/consumer friends.
I've been giving a lot of thought lately to "universal motivations" those basic human needs, desires, etc., that advertising can tap into. It seems to me that everyone, young, old, successful or striving wants a few basic things - not exactly Maslow's hierarchy but something maybe more emotive or basic even... like feeling truly accomplished, in-control, befriended, loved and listened to.
The question is what is "the list" and then how can we as advertisers construct messages that appeal at this most basic human emotive level.