Art and Copy - Creativity meets Strategy

As part of our Context of Practice we were asked to watch the film Art And Copy. Not having watched it before, I was excited on witnessing a documentary about our field, with reputable and inspirational members currently in the industry.

Whilst watching the film it really opened my eyes to the world of advertising, as it not only focuses on professionals  but the men who are in charge of placing billboards. It was fascinating to see the transition from thought processes and ideas, to the contractors who place the advert, and was interesting to see how they do not communicate throughout the process.

I also highlighted the difference between creative advertising, and just norma advertising. It references how in previous years there were no such things as Art Directors or Copywriters  there were just "Ad Men", and would commonly use the client to their advantage in order to gin most revenue, regardless of what the advert looks like. This carelessness to attention is said to give advertising a bad name, and was forced creative advertisers to think deeper and broader in search for unique perspectives.

A fascinating part of the film was the part on Tommy Hilfiger. When the brand had just started they approached the advertising agency and asked them to promote them into becoming a super-brand, in the likes of Louis Vuitton. In order to do this, the advertisers literally put his name next to the biggest clothing brands in history, in order to show their quality/dominance. This brache move forced Tommy Hilfiger to immediately upgrade his products and service in order to compete with the expectations of the brand. Its a fascinating twist of how the Ad Campaign influenced the products themselves.