part 1: creative slamdown: hear how great creatives successfully sell mundane, inane or boring...
DESCRIPTION
TRANSCRIPT
![Page 1: Part 1: Creative Slamdown: Hear how great creatives successfully sell mundane, inane or boring products!](https://reader036.vdocuments.net/reader036/viewer/2022070312/5537eea7550346f53d8b4677/html5/thumbnails/1.jpg)
![Page 2: Part 1: Creative Slamdown: Hear how great creatives successfully sell mundane, inane or boring products!](https://reader036.vdocuments.net/reader036/viewer/2022070312/5537eea7550346f53d8b4677/html5/thumbnails/2.jpg)
Mundane, inane or boring creative:
The Otis Maxwell snoozefest
• Mundane? That means commonplace, right? So no.
• Inane? That means silly, not that either.
• Boring? Not if an impressive string of very small numbers gets you going.
![Page 3: Part 1: Creative Slamdown: Hear how great creatives successfully sell mundane, inane or boring products!](https://reader036.vdocuments.net/reader036/viewer/2022070312/5537eea7550346f53d8b4677/html5/thumbnails/3.jpg)
But here’s the problem…
1. It is near impossible to say what this client does in a sentence.
2. The one catchprase that say what they do, they won’t allow us to use.
3. They will not show their flagship product on their new website.
4. Their spokesperson is a recognized guru, but you can’t say that.
5. And about their name and logo…
![Page 4: Part 1: Creative Slamdown: Hear how great creatives successfully sell mundane, inane or boring products!](https://reader036.vdocuments.net/reader036/viewer/2022070312/5537eea7550346f53d8b4677/html5/thumbnails/4.jpg)
I give you...
![Page 5: Part 1: Creative Slamdown: Hear how great creatives successfully sell mundane, inane or boring products!](https://reader036.vdocuments.net/reader036/viewer/2022070312/5537eea7550346f53d8b4677/html5/thumbnails/5.jpg)
The team:
Ross Federgreen, client CEO
Jan Carroza, client marketing consultant
Laurie Beasley, agency principal
Carlos Perez, creative director/design
Otis Maxwell, creative director/copy
![Page 6: Part 1: Creative Slamdown: Hear how great creatives successfully sell mundane, inane or boring products!](https://reader036.vdocuments.net/reader036/viewer/2022070312/5537eea7550346f53d8b4677/html5/thumbnails/6.jpg)
Back to those problems…
1. It is near impossible to say what this client does in a sentence.
2. The one catchprase that say what they do, they won’t allow us to use.
3. They will not show their flagship product on their new website.
![Page 7: Part 1: Creative Slamdown: Hear how great creatives successfully sell mundane, inane or boring products!](https://reader036.vdocuments.net/reader036/viewer/2022070312/5537eea7550346f53d8b4677/html5/thumbnails/7.jpg)
![Page 8: Part 1: Creative Slamdown: Hear how great creatives successfully sell mundane, inane or boring products!](https://reader036.vdocuments.net/reader036/viewer/2022070312/5537eea7550346f53d8b4677/html5/thumbnails/8.jpg)
Back to those problems…
1. It is near impossible to say what this client does in a sentence.
2. The one catchprase that say what they do, they won’t allow us to use.
3. They will not show their flagship product on their new website.
4. Their spokesperson is a recognized guru, but you can’t say that.
5. And about their name and logo….
![Page 9: Part 1: Creative Slamdown: Hear how great creatives successfully sell mundane, inane or boring products!](https://reader036.vdocuments.net/reader036/viewer/2022070312/5537eea7550346f53d8b4677/html5/thumbnails/9.jpg)
Problem solver approach
![Page 10: Part 1: Creative Slamdown: Hear how great creatives successfully sell mundane, inane or boring products!](https://reader036.vdocuments.net/reader036/viewer/2022070312/5537eea7550346f53d8b4677/html5/thumbnails/10.jpg)
User dialog approach
![Page 11: Part 1: Creative Slamdown: Hear how great creatives successfully sell mundane, inane or boring products!](https://reader036.vdocuments.net/reader036/viewer/2022070312/5537eea7550346f53d8b4677/html5/thumbnails/11.jpg)
Pugilistic approach
![Page 12: Part 1: Creative Slamdown: Hear how great creatives successfully sell mundane, inane or boring products!](https://reader036.vdocuments.net/reader036/viewer/2022070312/5537eea7550346f53d8b4677/html5/thumbnails/12.jpg)
Dogmatic approach
![Page 13: Part 1: Creative Slamdown: Hear how great creatives successfully sell mundane, inane or boring products!](https://reader036.vdocuments.net/reader036/viewer/2022070312/5537eea7550346f53d8b4677/html5/thumbnails/13.jpg)
You tell us approach
![Page 14: Part 1: Creative Slamdown: Hear how great creatives successfully sell mundane, inane or boring products!](https://reader036.vdocuments.net/reader036/viewer/2022070312/5537eea7550346f53d8b4677/html5/thumbnails/14.jpg)
Testimonial approach
![Page 15: Part 1: Creative Slamdown: Hear how great creatives successfully sell mundane, inane or boring products!](https://reader036.vdocuments.net/reader036/viewer/2022070312/5537eea7550346f53d8b4677/html5/thumbnails/15.jpg)
Strategy approach
![Page 16: Part 1: Creative Slamdown: Hear how great creatives successfully sell mundane, inane or boring products!](https://reader036.vdocuments.net/reader036/viewer/2022070312/5537eea7550346f53d8b4677/html5/thumbnails/16.jpg)
THE WINNER!
![Page 17: Part 1: Creative Slamdown: Hear how great creatives successfully sell mundane, inane or boring products!](https://reader036.vdocuments.net/reader036/viewer/2022070312/5537eea7550346f53d8b4677/html5/thumbnails/17.jpg)
THE WINNER! Except…
![Page 18: Part 1: Creative Slamdown: Hear how great creatives successfully sell mundane, inane or boring products!](https://reader036.vdocuments.net/reader036/viewer/2022070312/5537eea7550346f53d8b4677/html5/thumbnails/18.jpg)
New home page
![Page 19: Part 1: Creative Slamdown: Hear how great creatives successfully sell mundane, inane or boring products!](https://reader036.vdocuments.net/reader036/viewer/2022070312/5537eea7550346f53d8b4677/html5/thumbnails/19.jpg)
“Services” page
![Page 20: Part 1: Creative Slamdown: Hear how great creatives successfully sell mundane, inane or boring products!](https://reader036.vdocuments.net/reader036/viewer/2022070312/5537eea7550346f53d8b4677/html5/thumbnails/20.jpg)
“Services” page
![Page 21: Part 1: Creative Slamdown: Hear how great creatives successfully sell mundane, inane or boring products!](https://reader036.vdocuments.net/reader036/viewer/2022070312/5537eea7550346f53d8b4677/html5/thumbnails/21.jpg)
There’s still that *(^%) logo…
![Page 22: Part 1: Creative Slamdown: Hear how great creatives successfully sell mundane, inane or boring products!](https://reader036.vdocuments.net/reader036/viewer/2022070312/5537eea7550346f53d8b4677/html5/thumbnails/22.jpg)
There’s still that *(^%) logo…
![Page 23: Part 1: Creative Slamdown: Hear how great creatives successfully sell mundane, inane or boring products!](https://reader036.vdocuments.net/reader036/viewer/2022070312/5537eea7550346f53d8b4677/html5/thumbnails/23.jpg)
…but we’ve come a long way