30 seconds

I should read that book by that Chinese General.
Apparently the way he avoided losing in battle was pretty much avoiding the battle.
I am worn down by the fight.

It starts like this. I’d write a great ad. Even if it was only great in my own mind. It answered the brief… and the listener (who frankly only tunes to the station to hear MY ads) would love it. The client loves it too. 40 seconds of crafted genius! But. At here’s the big butt (sic). The exec has already booked the airtime as 30 seconds.

Before the brief landed on my desk.
Before the ad was written and agreed.
Before my parents were born.
The ad was already booked as a 30 seconds.

Now what? Can’t you just get the voices to TALK faster? Eerrrr no!
Can you cut it down? Yes! But it wont be THAT potential award winning masterpiece!
It’s what the client can afford. Really? That Merc driving client I can’t talk to because he’s on holiday in Mauritius?

So I rewrite the idea.
I cut it back to 30 seconds.
It’s passable.
But it’s not what it COULD have been.
My life is a little less fulfilled.
My loyal listening fans are not as enriched by my genius (I guess).
The exec and the client are not sure (after 3 broadcasts) if the ad is working.

But I’m on to the next battle.
I’ve written a series of genius 20s! They’re funny, memorable and compelling.

Guess what.

The client has booked 30s

40secons

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