“十广节”令中国广告人见识了不少优秀的广告创意,并生出感慨:“整天在电视上看到一些创意平庸的广告,以为中国创意人集体沦落,没想到还有这么多好作品。”翻翻“十广节”获奖作品集,却发现许多获奖作品很少在媒体刊播,为什么好创意得不到更广泛的投放呢? 有人说了:创意好不见得市场效果就好,创意是为了获奖的,不是用来投放的。君不见每逢创意比赛,就有广告公司赶制创意以求获奖,并说服客户在一小媒体上投放,以取得参赛资格。上海一广告公司的创意总监曾经无奈地感叹:“好广告看多了,时不时闪出这样的念头:什么时候也让咱们玩玩又简单、又叫好的电视广告创意!然而,这样的念头往往只是一闪而过,马上又会自嘲起来,自己哪 “Ten-day Festival” has given Chinese advertisers a wealth of excellent creative ideas and generated a sense of emotion: “I saw some creative mediocre advertisements on TV all day on television, thinking that Chinese creatives were collectively in decline and did not expect so much good Works. ”Flip through the“ ten wide ”award-winning portfolio, but found that many of the winning entries seldom published in the media, why not a good idea more widely put it? Someone said: the idea is not necessarily good market effect Creativity is for the award-winning, not for delivery. Do not you see every creative competition, there are creative companies in the rush to win the award, and convince customers to put in a small media, in order to obtain the entry qualifications. Shanghai creative director of an advertising company once reluctantly lamented: "good advertising to see more, from time to time flashed the idea: when we let play and simple, also called good television advertising ideas! However, this idea is often just Twinkle, and will once again self-deprecating themselves, which