January
30th, 2006
Every time
Jamie and I start a new project, two unspoken fears hang over
us like twin swords of Damocles. The first, of course, is that
this will be The One. This will be the time the well
goes dry and we're unable to generate even a single good idea,
ending the pathetic charade of our careers and finally exposing
us as the talentless hacks we secretly know we've always been.
That's not
even the really scary one. That, at least, would be a comparatively
private humiliation kept between us, our Creative Director and
the clerical staff at Welfare Canada.
No, the
really scary one is the fear that we will come up with
something good. Brilliant even. A concept so perfect
for the category it's unbelievable nobody's every thought of
it before. Which, of course, somebody has. Repeatedly.
The only
thing worse than coming up with a totally original idea that
turns out to be a decade old is creating something genuinely
innovative that launches the day after your competitor does
the exact same thing. Pray you can stop it in time.
I'd like
to think that even we aren't stupid enough to rip off a Cannes
Grand Prix winner. But I wouldn't bet money on it, either.
-Graham,
Metal Pig
P.S. Gung
hay fat choy!
C'mon, we've
all been there. It just happened to Graham and I (luckily we
caught it before it went to client). First there's the epiphany.
The elation. Another triumph. We nailed it!. A Lion for
sure. Then you google it to be certain it's a unique concept,
or some dude down the hall sees the ad on the printer or something
and decides to break the bad news to you. Then comes the sick
feeling — like blunt testicular trauma. Then the denial:
“I swear to Christ, it was an accident!” Suuuuure
it was, (hack).
It's no
surprise that it happens though. Similar categories, similar
briefs. It's only natural that some people would come to similar
creative solutions. But some are way too similar. Like
the stuff Apple has had their share of troubles with lately.
Judge for yourself:
The sad
reality is that it will continue to happen.
On your best work. Maybe once you see an ad it goes into your
subconscious stockpile of creative nuggets. Then resurfaces
when you least expect it. I doubt anyone intentionally plagiarizes
an ad. That would be career suicide. After all, how
many times have you seen a brilliant award winning campaign
and said to your partner “Shit, we presented that concept
a year ago!” Technically that's your Award. You go get
it.
-Jamie
