The "icon" team chose to promote the idea of volunteering, specifically Corporate Social Responsibility employees volunteering their time to charitable organizations.
What it takes to make an ad?In this month's
icon CNN's Monita Rajpal is challenged by ad guru David Droga to create an ad campaign. With help from Saatchi & Saatchi Monita has created a 40-second commercial.
The power of advertising by Monita Rajpal, CNN
From how to look, what to wear, what to eat, what our homes should look like, how to meet people, what to drive, practically every facet of our lives is taken care of. That is the power of advertising.
A good advertisement tells us we need something even before we think we do. It offers us a look into the ideal life, the ideal body, the ideal mate, all wrapped in an ideal world.
On "icon" this month we look at this powerful world, both from the brand's perspective and from the perspective of the people behind the iconic commercials. We travel to Atlanta, Georgia, the home of Coca Cola. While we were editing this piece for the show, I saw the iconic hilltop Coke ad with the song, "I'd like to teach the world to sing." Remember that? Well, for the rest of the afternoon I couldn't get that song out of my head. That's the power of advertising.
You need to know exactly what it is you want people to do.
- Richard Huntington, Director of Strategy of Saatchi & Saatchi.
It is a mainstay on the marketing mainstream all because of advertising; because of the idea that anything can be successful if it's packaged and sold right.
The creative giants Saatchi & Saatchi knew that and built a successful agency on that philosophy. In fact, their motto was and still is
"Nothing is Impossible."For 40 years they have made household names of everything from detergents to airlines to politicians. If you were in Britain in the 1970s you probably remember the Conservative party ad campaign featuring the slogan "Labour Isn't Working." Saatchi & Saatchi were hired by the Conservative then-leader Margaret Thatcher to sell the Tory brand to the British public. And they did. Successfully.
David Droga - the man who ran Saatchi & Saatchi for many years, then left to start his own company with clients that range from Coca Cola, Puma, and UNICEF - has challenged me to create a campaign of my own. He said, "Be clear, be straightforward, be believable ... You need to know exactly what it is you want people to do ... Think what you want to think and then start to edit on the basis of does it sound motivating, does it sound credible."
In this age of multiple mediums, advertising is everywhere - whether it's a pop-up campaign with people dancing at the train station (T-Mobile) that serves a multitude of platforms from television to the web, or a home-video-type commercial that is posted on YouTube.
Monita's ad video can bee seen
here
