One of the best quotes I’ve heard in the ad agency world is, “TV spots shine more when they have sweat on them.” That explains why making content for agencies can be emotionally exhausting. It also explains why the world’s greatest brands give us the greatest advertising; entire armies of creative people are paid to […]

When producing a TV commercial, only enlightened creative teams consider the idea of context – how will this spot come across when book ended between an engaging TV show and a local car dealer spot? Corona’s ad agency of record, Cramer-Krasselt (based in Chicago) exploited this creative parameter to its maximum years ago when TV […]