Anything Elizabeth Hurley does I like. No really, anything. In this Droga5 ditty for Newcastle Ale, there was an idea, great copywriting and a compelling performance. It made me thirsty.
Great work contains 3 things: an idea, proof of idea and performance. Ideas without proof may take hold but don’t really impact sales. Ironically, ideas without proof are called selling. Claim, claim, claim. When someone is claiming or selling we shut down. Ideas supported by proof have the most sales impact.
In the Droga5 spot, there is an idea: America would be quite different if Britain won the Revolutionary War (#ifwewon). There is proof: the funny examples of what would be different in America today — which makes us smile, nod and even empathize. But the performance of Elizabeth Hurley takes the work to a higher level. The performance of the idea is what brings it to life.
Smart ad agency people understand this — they are paid to excel at it. Performance is a little lacking in the digital agency space, but there, it has more upside. More breadth. And I’m not talking acting here, I’m talking performance of the idea. Performance of the proof.
Think about the performance, don’t stop at strategy, creative and production. Peace.