Good Art Still Sells
We recently learned one of our TV spots created for MTD’s Cub Cadet brand was one of the five least TiVo’d (read: least deleted) spots of their most recent tracking period. To me, that’s really exciting and significant. It proves a big hairy audacious theory: if we create great ads, whether TV, digital, print, whatever, people will actually watch them! This might be most true when it comes to online advertising where there is possibly more clutter and bad advertising than any other medium.
One night a year, hordes of people watch television just to see the ads. It’s called Super Bowl Sunday. So, why does the marketing world run crap every other night and hope someone is suckered into unavoidably stumbling on to it? That’s a question to which I don’t have an answer. It’s simply puzzling when you consider that great work is just good business.
A lot of sponsors paid the same rate for that TV time as we did for MTD–and they got TiVo’d. They wasted a lot of money. Whereas, we created a significant ROI for the dollars entrusted to us by our client. That’s what I’m talking about!
What’s more, great work is just more rewarding personally. Yeah, it’s business. But it’s art, too. Good art still sells. That’s why I love this business.