Beyond Bad

AUCKLAND, Friday: “Why do bad ads happen?” DDB AUNZ regional CCO Damon Stapleton asks in his latest Damon’s Brain blog (scroll down for the link).

“I have been in the business a while and I have made a few ads. But maybe the simplicity or the clarity of the question blindsided me and left me saying nothing.

“Why do bad ads happen? Three reasons. Fear, language and human beings. Unfortunately, they’re also the ingredients for great advertising.”

A friend who wasn’t in the industry had asked the question. It is a very good question and I have been thinking about the answer for about two weeks.

“I have boiled it down to three answers. Fear, language and human beings. Unfortunately, they are also the ingredients for great advertising.

“Tricky. And yes, I am sure there are many other valid answers like there is no bloody idea or insight. And the creative was boring or shit. However, I feel these three ingredients are the biggest culprits.

• Read the full piece here