I have been working in advertising agencies for ten years. Various. I interpret all abbreviations, walking slowly, from email to email, which means CTA, PPM, OOH, BTL, ATL, KV, WT, NM, SoMe and the like. Name copywriter it is almost untranslatable, because it is still written as "screenwriter of commercials", which is not an accurate title for a long time, because a copywriter is at the crossroads between a strategist and a creative director, someone who gives birth to the concept, name and roll out campaign.
It's all part of the advertising world, it's all names that are used and have meaning, at which many people roll their eyes as if these names were invented to make them sound nicer or better. But no, it's enough to see the ads and it will be clear to everyone that each name is justified, because brands would not pay so much to these people who have fictitious titles.
There is order in advertising, even though it is a creative activity. It is known what a strategist, account, creative director, junior and senior copywriter does, and what an associate creative director does, what a creative director does, and what an executive creative director does, a designer, an art director, and finally what is the role of a client service director. The moment when they start calling out the names of agencies, employees and their titles at festivals, when awards are in their hands, you know that everything here functions according to the rules, titles and knowledge and merit, that everything is measurable and that the state of advertising often reflects the state of the country .
If you look at any advertisements from the previous period, you will see the difference in the degree of freedom in the countries depending on those advertisements, on creativity, colors, design, wit and effectiveness. And here we come to the essence, because there is something called product placement (product or idea placement), as well as USP (unique selling point) in advertising, which is sacred, because every brand wants to tell its story (storytelling) but also to make money either from building an image or selling a specific product or to induce certain people to take action.
That's why I'm surprised that it's the capital, that Podgorica allowed itself first of all to film, and then to market such a video, which according to its function should lead citizens not to leave garbage behind, and to make Podgorica cleaner. A more counterproductive story and video has not been seen in this area for a long time, which goes beyond Montenegro and deserves some kind of award that is usually given to the worst acts so that they do not repeat themselves. The spot doesn't serve the purpose, it doesn't irritate, it doesn't even provoke as some campaigns and companies that want to be do on purpose edgy (another edgy term used to describe campaigns that at any cost want to draw attention to themselves and be talked about - to become the talk of the town).
Due to the public's reaction, the video was removed, and a statement appeared that treats the video as art, which represents an attempt to defend against those with opinions. Video should be an applied art, a means to an end, not an object of ridicule. If they already claim that the video is art and that it is good, there are special advertising festivals from Cannes to Rovinj, Belgrade and Lisbon, let them send the video, and let's see how the expert jury will evaluate it.
Everything in that video is disputed, from the unclear message and the headline of the campaign (Podgorica shines, when it is clean?!), through a sexist approach and absurd copy (voice over and script) over long-overdue editing and debatable aesthetics. The only thing that can pass in that video is the work of the director of photography, to some extent. If the video had been made according to the agency's rules, it would not have passed the first meeting (brainstorming) where the first ideas and script outlines were presented, it would not have passed the PPM (pre production meeting), and thus it would not have been recorded because it represents a bunch of inconsistencies. . But it was recorded in Montenegro, it was paid for by the city, i.e. the citizens of Podgorica, and it will probably remain with someone on a hard drive who proves how far we have come, in every sense, including in advertising. We produced more garbage. Unfortunately.
Bonus video:
