https://davetrott.co.uk/2023/11/planning-is-strategy-creative-is-tactics/?utm_source=rss&utm_medium=rss&utm_campaign=planning-is-strategy-creative-is-tactics Powered by The Barn Mon, 20 Nov 2023 11:35:03 +0000 hourly 1 https://wordpress.org/?v=6.9 https://davetrott.co.uk/2023/11/planning-is-strategy-creative-is-tactics/#comment-176245 Mon, 20 Nov 2023 11:35:03 +0000 http://davetrott.co.uk/?p=3235#comment-176245 Coopers an American tyre once said we could have their business if we could show work that demonstrated we understood their business.
At that point, the agency was dying. People either quit or got retrenched. So each person had at least 2 desks.
One clueless planner wrote the brief. It said “People don’t look at cars. They look at the tyres.”
The tyres were same colour and shape as other tyres.
So it made no sense but the brief had been debated over and signed off (not by the client)
The teams knew the brief was a loser but we decided to have fun.
We wrote scripts that spoofed Miami Vice.
There was a gunfight. Sonny’s Ferrari was shot. It exploded. Sonny’s jaws drop. He goes, “My goodness, my Cooper’s.” Just then a tyre from the Ferrari drops down in front of Crockett. Delighted, he hugs the tyre.
The planner loved the script.
The client, no

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