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HOW TO
^ Break the rules, veteran adman Baker tells SPONSOR, if you want to lead the pack
^ Here's how it can be done — in many agency departments— with some basic tools
by Samm Sinclair Baker
\^ reative progress is not confined just to making with the words or pictures. Consider the opportunities in planning use of time, placement of commercials, programs. Rules get in your way? If necessary, break them — sanely, sensibly. Barriers? Go beyond them.
Television pioneers found another dimension in using "time" when they refused to be thwarted by the limited 60-second minute for commercials. They combined the commercial minutes allotted on a show. They produced "commercial spectaculars" of several minutes — with several times the selling power when a story could be told better without "pauses for entertainment."
More-than-a-minute spot radio commercials? Impossible, many experts might mutter. But other uninhibited creative-minded men added entertaining music to the selling message, thus stretching their exposure up to three minutes. Triple the impact? Maybe yes. maybe no. But certainly they projected more than the other fellow's minute of sell.
Or, turn it around creatively. How about an added dimension within the minute commercial dimension? Let's see . . .
We were using live minute participations on a load of local-personality kid tv programs for a children's product — nation-wide. This posed a problem: We wanted the benefit of
SPARKS for "Big Ideas" come from broken rules which Baker lists here. Being different is key to many outstanding successes, he says
SPONSOR
5 DECEMBER 1959