You can imagine the brief… We need a nice shot of the watch, but we also need some humanity in the ad. The person we use needs to be aspirational and someone our target respects. And we need to clearly see that person wearing the watch.
The result? Well, all the ads look the same. (Even the time on the watches. Every one is at 10:10.)
With the countless millions watch companies spend on agency creatives, art buyers, print producers, photographers, mechanicals and everything else that goes into creating a high-end print campaign, they should just AdPool.
If they hire one photographer, they can get a bulk discount. They could set up the lights, swap in new talent and a new watch. The print producer can build one mechanical. (They run in the same pubs anyway.) Then just drop in the shots. It would be a virtual advertising production line. They could knock out a year’s work in a week.
They could do something original. Something that would stand out and separate them from their competition. But that would require them to take a chance and change the brief. Hmmmm.