CANNES, FRANCE — How do you filter out 90% of crap ideas and come up with ads that people actually want to see? That’s what David Guerrero, Creative Chairman of BBDO Guerrero will address in his upcoming talk at this year’s Cannes Lions Festival of Creativity, on June 21 from 11:30 am to 12:00 nn (GMT+2), at the Meet-ups Space, Palais II, and he wants your take on “The Ad You Want To See.”
Inspired by Toni Morrison’s advice that “If there’s a book that you want to read, but it hasn’t been written yet, then you must write it,” Guerrero said that “People in agencies sometimes feel passive about their roles, but in reality clients want us to bring our beliefs into what we do.”
To arrive at solutions that are surprising, however, you need to accept Sturgeon’s Law that “90% of everything is crap,” and be prepared to go through a lot of it. The upside is that 10% of everything isn’t crap and that will help you get ideas to where you want them.
With examples from tourism, personal care, fake news and fast food, Guerrero shows how giving people the opportunity to express their ideas about the world – and sometimes showing them things they didn’t know they wanted to see — can make for ads that make a difference.
What is the ad you want to see? What do you care about most and how do you think it could come to life? Head to Twitter or Instagram and use the #TheAdIWantToSee for a chance to be included in Guerrero’s presentation at the Cannes Lions Festival of Creativity on June 21. As a bonus, he will be offering some talk attendees the chance to get a pre-release copy of his new book, You Have to Go Through A Lot of Cr*p to Get a Good Idea, which will be published by Milflores Publishing in September.
BBDO Guerrero is a network office of BBDO Asia Pacific, part of BBDO Worldwide, and a member of Omnicom Group Inc., a global advertising, marketing, and corporate communications company. BBDO Guerrero is the first Philippine agency to make it into the world’s Top 50 of the Gunn Report global creative rankings, and Campaign Asia’s Philippine Creative Agency of the Year awardee for three consecutive years.