We’re giving up on the drama and the editing of “The Pitch” in our discussions now. It’s pretty obvious to us that the editors are more interested in using a formula to build a 42 minute show that builds to a crescendo to “you’re hired” in the style of “The Apprentice,” It’s not the way advertising agencies should or would be picked, because clients can always say, sorry, none of the above and continue their search. That’s probably what Clockwork Home Services should have done here, but didn’t.
In the real world, the client would pick agencies to invite a lot better. They might even hire an “Agency Search Consultant” to help bring a semblance of order to the process and add an outsiders unbiased opinion to the discussions and evaluations of the presentations. That way, the agencies might actually have experience that brings value to the table. In this case- neither agency would make the long list- never mind the short one.
The assignment was the hardest to date. The only people who would think of combining three brands under one umbrella like this and think it would work are MBAs. YUM brands owns Taco Bell, KFC and Pizza Hut and while they may put together franchises in a location- they wouldn’t tie the brand message together in advertising (at least I don’t remember anyone being that stupid- I can see it now, the Col. walking a Chihuahua into a pizza shop…) The three brands: Mr Sparky, Benjamin Franklin and One Hour Heating have about as much in common as the various members of the Village People- and that was supposed to be a joke.
fkm had a secret weapon- the “new girl” – Philippa Campbell, was a ringer they brought in for the show on a short term contract. She’d worked for Goodby and had the right insight to begin with: customers don’t really like calling for service companies when it comes to plumbing, electrical or HVAC repair. How happy are you when your AC doesn’t work, or the toilet’s overflowing. She was probably the only bright spot in this show. Unfortunately, her advice was lost on the sleep deprived minions of fkm when they decided to create “Help +” as the strategy- costing the client extra money for the 30 extra minutes of “free service”- and making that plumber who just showed you his butt crack stick around and try to cut the customers hair… uh-huh.
The Hive did the unthinkable right off the bat, ignored the clients wishes- before they’d earned the respect of the client. It probably killed them, long before the pitch. How the bowling ball toilet ad managed to make it out of concept to presentation was a major suspension of belief, but also, the starting out with the “America’s On Time Hero’s” video with a Canadian flag was epic #fail. It’s never about the agency- it’s about the customers and the client.
We’re afraid that this show is doing more damage to the perception of what an ad agency does than Darrin Stephens did on “Bewitched”- we’re not bumbling fools who strut our ideas like mindless peacocks (at least not the professionals I know), we’re serious business consultants who pull off the magic of advertising- to quote Guy Kawasaki, we’re the plastic surgeons of marketing that take the old and tired products and services and make them appear young, new and attractive.
While we’re pretty sure that the producers and the editors think this formula for presenting “the pitch” as drama is good television, we’re pretty convinced that the only people watching are others advertising pros. Not a bad audience, but one that AMC will alienate pretty quickly if they don’t stop making our craft look like a playground for egomaniacs and children. We’re all hoping they change directions, turning it into more of a documentary, without the added drama, in the style of the brilliant Art & Copy: Inside Advertising’s Creative Revolutionor even Exit Through the Gift Shop
Most reviews we’ve found have slammed the first three episodes, and if you want to read some scathing, foul mouthed commentary, head over to the Denver Egoist for Felix’s rants about the show.
Here is our three minute video review about episode 3- and a 40 minute podcast of the conversation. Note, the podcast will have you in on us guiding our production and trying to make the whole thing come across a little better in the video. We’re still learning how to produce these docu-drama reviews.
Here’s the full podcast of our discussion