Killing ideas, whether they're ads, radio or TV commercials, online communications or whatnot, is something that has to be done wisely if it's to be done well.
Whether the killing is warranted or not, that's not my point today.
Today's post is about mercy killing.
It's about killing effectively.
It's about killing with no ambiguity.
It's about killing completely.
That is, not letting things linger and hold onto life like a flounder 45 minutes after you've hooked it.
Not sending the creative team scrambling, looking to make something more "sophisticated," when you, the passive executioner know you will never buy it.
It's not about saying "let's see if we can make it more 'edgy.'
Or 'I like the idea but not the language.'
Or some other such rot.
It's your job, if you are reviewing work--whether you're on the agency or the client side--to wield a cleaver.
It's not about being nice, hoping not to dampen the enthusiasm of the creative teams. Some people think beating around the bush with creative teams is kind.
It's not. It just prolongs things that should be lopped off.
This isn't a popularity contest.
It's about focusing and making decisions.
Which, in sum, is about using resources wisely.
Next time you see an ad you don't like, that you know you could never buy,
just say, "I appreciate the effort. But that ad is wrong. I don't think animation is right for this."
Don't keep things alive out of kindness.
When you should be killing them.