You do an ad. It’s a huge success. You celebrate. The awards flow in the door; the client’s business is overrun. You are chased down the street by drooling fans.
Fast-forward 6 months: time for another ad.
This is what separates a real advertising campaign from a good one-off execution.
Old Spice? I think they’ve struggled to follow-up well. There was curiosity around their whole one-take-no-CGI approach, but let’s face it: the newest spot is a disappointment.
If you can’t script the second spot when you’re writing the first, you probably don’t have a campaignable idea.
One business that got it absolutely right is Knorr Sidekicks. Their crying salt shaker idea is so huge, the follow-up, “Salty’s Missing!”, wrote itself.
I can tell you, the creative team for Knorr sleeps a lot better than the Old Spice team.
They wake up with pepper on their pillow of course.