Your portfolio is the only way an agency knows how good you are at solving problems creatively. You get one shot.
That said, I’d like to dole out a little advice on the kinds of projects I think prudent to put in your first advertising portfolio.
First off, no public service stuff. Sorry, I wanna save animals as much as the next guy, but it’s just too easy to do wowzer ads for clients with names like “Let’s Stop Stomping on Kittens.” (And yes, I know, back in the ‘80s, I did some ads for PETA and won awards for ‘em, but … but … that was just different. Anyway, shut up.)
Next, don’t do any work for brands that are doing great work. Even if you do come up with a cool concept, your interviewer will likely compare your work to the famous work, which isn’t good. So, no Nike, no VW, no Apple.
Choose instead a real brand that could use some great advertising. Some middle-of-the-road product or service, one that’s running a lot of mediocre advertising. Like, say PetSmart. Or an airline or a bank or a line of power tools.
I’ll also caution you against picking products that are already interesting, in and of themselves. Sure, it’d be fun to do ads for, say, PlayStation 19’s Direct Retinal Control system but as my old friend Bob Barrie says, it’s better to “do something interesting for a boring brand.”
Choose also a service or product that you don’t have to explain. (“Well, ya see, it’s this thing shaped like a dodecahedron that attaches to the…”) If you first have to explain your weird niche product, you’re already playing catch up.
And lastly, don’t work on brands that scream “I’m a campaign in a student book!” Energy drinks, no. Hot sauces, no. Duct tape, no. Every single student in the space-time continuum is doing ads on these. Also, I implore you, please, no pee-pee jokes, potty humor, and for the love of God, no condoms. All of these things have been done to death. You won’t just be beating a dead horse. You’ll be beating the dust from the crumbling rocks of the fossilized bones of an extinct species of pre-horse crushed between two glaciers in the Precambrian Age.
(I stole that last paragraph from Hey Whipple, Squeeze This. Sue me.)
Very sound advice to students. As an agency owner, I will vouch!
thnx for the shout out.
Hey Luke. A question, if I may.
What do you suggest in terms of length? In Hey Whipple I think you mentioned 8 or 9 campaigns. So, a handful of ads in each campaign? 50ish total?
And how long should the mini-book be in relation to the regular book?
I like books to be both big and great. But don’t put in so-so stuff just to get to eight or nine campaigns.
It ALL has to rock. As for the number of pieces in each campaign, that depends on the idea. I will also note
here that it is important you have at least two or three concepts that are so big and cool that the only way to
present them is in a two-minute video.
Cool. Thanks for the advice.
Yes, yes, and yes. It’s also nice to talk about why did what you did. Creative directors like knowing that you think about your audience before you create.
Oh, and no typos and bad grammar. They shit the bed pretty fast.
I just gave my students an assignment for the Gillette ProGlide Razor.
Hopefully, none of them come back with techie animation showing stubble being whisked away.
Yes, banks. Because you’ll probably be working on one right off the bat. I think the whole golf category is good for a book. Most of the real work is pretty bad, and it should be pretty good. So do something great. And no stupid puns. About 20 years ago, I did “The best glove, hands down. The best glove, hands up.” for Hogan Golf. And to make it even better, each line was in a separate small space ad on the magazine spread. So there’s really no point in even trying to beat that, is there? It’s just too amazing. A little trick I tried in the past was to do a great house ad for each agency where I interviewed. See, a little- known secret about agencies is that they’re the absolute worst clients. Trying to get any agency ad through all of the CDs and AEs and big wigs takes more strength and endurance than selling an entire integrated car campaign to 1,000 dealers. So if you do a great ad for the agency, or even better, a campaign, they’ll have something to steal and throw in their giant hopper. AND, it’ll show you know a lot about the agency. Assuming you do something that shows you know a lot about the agency. So know a lot about the agency. No condoms, they reduce sensitivity during sex. And no condom ads in your portfolio, either. Now, an app showing how to put on a condom without fumbling around like a damn idiot, I’d find that useful. So do that. Instead of a craft beer campaign talking about hops and barley, how about something for agriculture? No, not frigging hops and barley. Seeds or threshers. Also, maybe something in the healthcare field, but something simple. Mark Fenske’s first award-winning ad was for catheters. Catheters are simple. SIMPLY AWFUL! See what I did there? Don’t do that.
The one I remember was when every student book had ads for pet sitting…mine had the condom one…
My pet peeves on student books:
1. way too much stuff.
2. “sorry I didn’t have time to organize/mount/sort…”
3. emailing me their 32mb portfolio.
Thanks for the thoughts,
Also no teeth-whitening gum ads.
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