The Risk Of Playing It Safe With Creative

By Sam Bevitt, Associate Creative Director

There comes a time early in life, usually in a grotty, spotty adolescence, where we become overwhelmingly aware of how the world perceives us. Desperately stumbling through awkward teenage years craving acceptance, finding our voice, yearning to be unique yet terrified of being singled out as different, and eventually spilling out into a sea of sameness. 

I truly admire those who manage to stand out, those who have that “IDGAF” energy.  (“Alexa, what does “IDGAF” mean?” )

When I meet such people, I am always left reeling at their ability (and actual enthusiasm) to be the first on a dance floor, quit their job and move to another country, or, and most incredibly, volunteer at a magic show. I’m thinking, “Are you out of your mind? He just sawed that lady in half!”. 

But they are having a good time!

Brands that embrace being different

I have seen brands with this bold energy. They go all in, guns blazing, striving to be different. There is an unbelievable amount of chatter out there, a continual vying for attention, but it is our willingness to set ourselves apart which breaks the mould and moves us forward. 

For example, look at Surreal’s complete contrast to traditional cereal advertising:

They’ve rejected the family breakfast table scene or slow-motion shot of someone walking through a field running their hands through stems of corn. Surreal have nailed their voice and their identity and challenged their competitors to be equally as bold. They stepped out of line and are currently the fastest growing cereal brand in the UK (+456% YOY). 

What would the world be like without those who dare to be different?  I have pitched creative ideas to Marketing Execs and been met with “We personally love it, but we think our CEO might think it’s a step too far.” I would say trust in your Marketing Execs; this is what they are there for. 

B2B and corporate communications can stand out with bold ideas too

I have a lot of experience with corporate communications and part of my job is to guide clients out from under their safe rock into the world of creativity. It takes time and trust, it’s a relationship. My greatest successes do not only come from winning creative pitches, but from working with clients long-term who trust us and gradually break new ground and try something unique. 

It’s true that B2B and corporate comms have evolved to more often adopt techniques from the B2C landscape to show the brand’s personality.  At Sassy+ we develop B2B storytelling to reach and engage target audiences, whether they’re customers, employees, investors or partners. 

Turning mistakes into marketing genius

People and companies make mistakes, they learn, and it’s fine. You might have heard about the recent Coors Light copy error – and boy did people leap on them about that. 

Of course, for a printed and digital ad, it’s terrible to have a spelling error. But did you see their response? “We have a case of the Mondays”. I loved it. It was a delight to see a company lean into an innocuous error with wit and admit it’s mistake. 

Everyone is a critic, and it is making companies tentative about being more inventive, more creative, and more adventurous. Greatness always receives criticism, yet no great thing was made from creative mediocrity.  There are people who are quick to judge and tear down those who do dare to be different. You only have to look at the over-blown discourse about the new Jaguar campaign … heaven forbid someone try something new. 

There are shareholders and stakeholders that depend on a company to stay on course and not make mistakes. Jobs could be lost, investors could back out, livelihoods are at stake. But I have never met anyone who regretted trying to be authentic, creative, inventive, and audacious. 

Maybe next time I’ll put my hand up at a magic show and see how much fun I have!