How to create a winning public affairs TV and radio commercial campaign
By: Jim Scott Polsinelli, Vice President, Creative Director
DDC Advocacy has just returned from San Diego, our bags stuffed with four 2014 Pollie Awards. (We did have to check them, though.) Esquire Magazine dubbed the Pollies “the Oscars” of our industry—so you can imagine how ecstatic we were to bring home the gold.
While the whole process took considerable effort, it was collaborative every step of the way. From the client partnership to the initial sketches on the proverbial napkin, we were all committed to ensuring the client was positioned for success. Here are a few tenets that defined our approach and are crucial to any successful production:
Our client’s message was layered with complexity and legalese. But the more we removed the layers of the onion, a simple truth emerged. If Las Vegas homeowners didn’t speak up, they could risk losing their homes. Voila. Now we had something to work with.
Create a metaphor
The beauty of the public affairs space is that, oftentimes, by pointing a finger at the opposition, you can easily illustrate your message. No matter the client or issue, you’re always fighting against someone or something. For us, it was predatory investors from California who wanted to uproot hard-working Nevada homeowners.
Find the best talent you can
We had this idea of a flock of vultures descending upon homes in Nevada. Not the easiest visual to execute against, mind you. Fortunately, we have an incredible animator who was able see our vision through, and—working with voice-over talent and a team of writers and producers—we were able to bring our idea to life in TV as well as radio.
It’s an iterative process
A former creative director of mine said that every step of the production is an opportunity to make the product better. That’s what is so exciting about creating something—bringing in different people with unique and essential skill sets (editors, voice-over announcers, videographers, producers, writers, animators, sound effects, music) to ensure you create a better product.
So while it’s nice to receive industry recognition for programs we create for our clients, it’s even better to know that when our clients hand us something, we hand them back a product that’s a little better than before. And in this instance, we’re also handing them a few Pollies, too.