The Briefs
Below are seven fictional briefs to work against.
Your ad must answer “The Ask” and leverage the product image and logo within your spot.
Product #1
Fizz Soda
The Product:
Fizz Soda
The Insight:
People don't just like this soda. They need it.
The Ask:
Demonstrate that this soda is so good, you'd do just about anything for it.
Product #2
Pippin Hose
The Product:
Pippin Garden Hose
The Insight:
Nobody buys a garden hose for fun. You buy one because one day you wake up and suddenly care about lawn care.
The Ask:
Show that owning this hose is the moment a person crosses the threshold from 'young person' to 'officially an adult'.
Product #3
AA Battery
The Product:
A rechargeable AA battery
The Insight:
People replace everything in their lives. But these batteries just keep going.
The Ask:
Show that this battery lasts so long, it outlasts relationships, jobs, apartments — it’s the only constant in someone’s life.
Product #4
C&Q Bookmark
The Product:
Crown & Quill Bookmark
The Insight:
Books are only valuable if you know what pages to look at.
The Ask:
Demonstrate how critical a bookmark is by illustrating what can happen if you don’t have one.
Product #5
Cinch Paper Clips
The Product:
Cinch Paper Clips
The Insight:
Paperclips seem banal and unimportant. But often, they’re the only thing keeping the most important things together.
The Ask:
Show that somewhere, right now, a single paper clip is the only thing standing between order and total chaos.
Product #6
Coconut Crunch
The Product:
Coconut Crunch
The Insight:
The best escapes don’t require a trip. Just a taste of one.
The Ask:
Show that one bite of this snack can transport you to a tropical paradise.
Product #7
Open Brief
The Ask:
Invent a product and create a 0:30 to 0:60 ad for it. Go wild.
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