Ideas vs. Idea-like Things

I want to give a shout out to my friends at The Richards Group who made the following commercial. I don’t normally share work like this, but I want to make a point. Here’s the Fiat spot my friends made.

And here’s a different Fiat spot. Not sure who made it.

I bet this JLo ad was fun to make. It was probably exciting to sell through to the client. The creative team probably got to meet her. And it was probably cool to shoot all those people running from so many angles.

But a good idea will always, always trump borrowed interest. Always.

And as Luke Sullivan says in his book, it takes just as much time and energy to make a good TV commercial as it does to make a bad one.