There were many times when we presented commercials to clients who we felt wanted to make changes to make sure their input was included in the commercial.
The one who pays the piper wants to call the tune and be recognized.
So here is how we would describe a typical commercial: two women are discussing a problem that they are having when a green dwarf walks. One woman recommends trying the client’s product to the other woman.
We cut to a demo of the product in action. It is a hero solving the problem. Cut back to the two women, where the one with the problem thanks her friend for the recommendation and expresses satisfaction. End shot of product with slogan.
The expected client response would sound something like this: “Great commercial, I really like it — except what is that green dwarf doing in the opening scene?”
We smack our collective foreheads in astonishment! “Excellent call. Yes!! We should get rid of that green dwarf!” There is some collective discussion, then we ask if other than that the commercial would be perfect. “Good call, client! Good call.”
The solution — the client got to make a change that was extraneous to the commercial. And we got the commercial approved. Win – win! The client was impressed they had made a positive impact in the commercial, one that the agency agreed with, and was proud of the work that included a touch of their authorship. Collaboration!!
Why did we call it a green dwarf? Who knows. It was kind of a disposable MacGuffin. A sacrificial catalyst that helped us arrive at the place where we wished to be, but a MacGuffin that never arrived itself. There for the presentation, but not the production.
Except, of course, when we were doing commercials for Lucky Charms which magically included Lucky the Leprechaun.
Happy St. Patrick’s Day!