How to Pitch?
TMU: An unfair advantage in winning TVC work
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Break taboos... win awards?
Half of the battle, says The Moon Unit, is to attract attention, and breaking taboos can certainly do that. Whether it's admitting your product was terrible, bulldozing women's health barriers or alluding to defecating your pants, it'll get you noticed and possibly win you an award or two. But things don't always go to plan... especially if you're conjuring images of incest.
Parody ads that hit harder than the real thing
Things aren't always what they initially seem, particularly with parody ads where shocking satire can hide behind a mask of normality. The Moon Unit explores the evolution of spoofing and examines why, in the world of parodic advertising, comedy has given way to culture-jamming.
The lure of the new… and how to hack it
Like magpies attracted to shiny things, humans are attracted to the new. This, as The Moon Unit examines, is a hardwired, evolutionary phenomenon that could save your life or help you sell deodorant, because emphasising new is one of the oldest tricks in the book.
The secret politics of the shoot
Politics is just the art of getting things done, but has come to mean so much more. The Moon Unit look at the push-and-pull of a commercial shoot, examining who's really in charge, the tricky question of tribes and the ultimate conundrum of how to foster good communication.
What will Cannes be like in 100 years?
What categories might there be in the next century, and how will those messages be delivered? Will the Lions festival as we know it still exist and, crucially, will there still be rosé? The Moon Unit cracks out its crystal ball to investigate.
Want to make great commercials? Try 'sadvertising'
If there's one thing guaranteed to bore a consumer, argues The Moon Unit, it's relentless positivity, because the ebb and flow of emotions is what creates a connection. Clients don't always see that, but mixing negativity with something more positive is a proven path to success.
Has a backlash against diversity begun?
As the industry continues its attempts to tackle the issue of diversity are some people already pushing against it, and is enough really being done to further the cause? The Moon Unit looks at the strides that have been made, examines the arguments some have against them, and asks whether our understanding of the word 'diversity' needs broadening.
Is advertising killing the planet?
Kicking off this month's sustainability and climate focus, The Moon Unit examines advertising's role in the climate emergency. How much responsibility should the industry take for the current situation, and how much effect can it have on what the future looks like?
Manifesto ads; has ‘corporate poetry’ outstayed its welcome?
When advertisers switched from concentrating on unique selling points to focussing on feelings, a monster was born. Manifesto ads with their earnest voiceovers, tinkly piano tracks and podium-like posturing have become client cat-nip. But, asks The Moon Unit, are they a force for good or actively evil?
The Christmas ads and what they’re really saying
You may think festive ads are all about expensive gifts, overfed families and gaudy decorations but, says The Moon Unit, there are hidden depths to these Christmas confections that tackle human concerns such as the fear of isolation, the desire for freedom and meaningfulness, and our fear of death.
Why the public hates the ads we love
If authenticity in advertising means being true to your brand, and to your consumers, then should the industry be more in tune with what those consumers actually like?
Alcohol Advertisers Must Mix it Up to Stay Relevant
Sex doesn’t sell like it used to, so how does alcohol advertising keep cutting it?
Are E-Sports an Advertising Dream Come True?
We analysed the rise of the burgeoning competitive video gaming industry, and why brands are clamouring to get on board.
Are Filmmakers Facing a TikTok-alypse?
We may be reaching a tipping point where ordinary people with iPhones become a threat to established directors - is the TikTok-alypse finally upon us?
For Purpose or Profit? The Ethical Debate Behind Brand Activism
Brand activism is the hottest and most volatile trend in marketing at the moment. So naturally we took a look into how it works and what the ethical issues behind it are.
How One Instagram Account Turned Fashion Upside Down
We document the rise of one Instagram account from hobby project to the most important modern critic in the fashion world. But will its newfound power be its downfall?
The Dark Underbelly of Internet Marketing
A journey into the world of online astroturfing, examining the blurry lines between internet influence and malicious manipulation.
What Deepfakes Mean for the Ad Industry
We take a look at how deepfakes work, why they’re going to have such a big impact on the world, and how the advertising industry might be able to lead the way forward.
Is Television Advertising Finally Dying?
Can television hold its own in a changing media environment of diminishing ad-spend and cord-cutters?
The Robot (Celebrity) Revolution is Finally Upon Us
We took a deep dive into the weird world of virtual influencers to find out a little more about who – or what – they are...
What the Rise of Gen Z Means for Advertising
The time of Gen Zers is upon us. But who are they and what do they want?
The Weird World of Alternate Reality Gaming
A client came to us with a concept for a large scale alternate reality game - so we took a deep dive into the topic...
How to Pitch?
Quar-horror - Top 10 Horror Short Films Made in Quarantine
Coronavirus quarantine had another scary side-effect: they spawned a new horror sub-genre. Check out our favourites...
Introducing The PITCH WINNERS BIBLE
The PITCH WINNER’S BIBLE will help you gain a deep understanding of the pitching process and comes with a clear, single-minded proposition – to help you WIN MORE PITCHES.
Open Your Purse: The New Bare Minimum of Brand Activism
Over the last decade, brands have increasingly chosen to publicly stand in support of social issues. But are their actions meaningful, or merely empty marketing tactics?
How the ad industry can turn a recession to its advantage
With a global economic recession due to the Coronavirus looking more likely every day, the advertising industry is facing a precarious and uncertain future. However, the ad industry is nothing if not tenacious, and the companies that are willing to adapt will be set to come out the other end stronger than ever.
In Orbit With Dave Long
We spoke with the legendary composer behind The Misty Mountains Theme about his production process, and what it was like to work with Brian Eno...
How to Write Outstanding TV Commercial Treatments
The most challenging part of the TVC production process can be pitching - luckily, this guide has you covered.
Why Advertising Is Moving Away From Ad Agencies
Ad agencies are imploding due to growing trends of in-housing, hybrid models and automation. What does that mean for agencies - and the people that work in them?
Podcast: How Filmmakers Can Deliver Gorgeous Treatments
One of our superstar EPs, Katniss, talks to Jordan Brady about developing great treatments
Podcast: Out of This World Pitch Decks
Katniss chats with Arty and Justin from The Video Jungle about the perfect pitch deck
How Ads Hack Your Brain
Advertising has a powerful new set of tools to manipulative us with thanks to cognitive psychology
The Narrative Format That's Taking Television By Storm
Nestled snugly in the borderlands of the motion-picture landscape, somewhere between feature films and soap-opera serials, lies a recently re-energized destination for television tourists: the miniseries.
5 Creative Marketing Ideas For Good That Don't Suck
Many marketing ideas for good show the potential but lack the credentials. These five walk the walk, and stayed creative while doing it.
TVC Treatment Guide
Can Creative Roles be Automated?
The first jobs to be replaced by AI were physical, menial and repetitive. But now 'smarter' jobs are feeling the heat. Will AI ever replace creative roles?
The 14 Worst Ads Ever Made
Some of these ads damaged brands. Many destroyed careers. Others are so vacuous or disturbing you're left wondering what the creatives were taking...
'Sustainability' in Advertising - A Bullshit Buzzword?
Electric vehicles are in, plastic straws are out and consumer attitudes are changing. Can the ad industry keep up?
7 Super Bowl LIII Ads Not to Miss
Expect comedy, cars, creative daring, corporate social awareness appeals and, of course, a whole lot of celebrities.
9 of the Best Backwards Music Videos Ever Made
Once upon a time, either by accident or intention, somebody queued a film spool in the wrong way - and history was made.
Advertising's Robotic Renaissance: How AI is Changing the Industry
Will the robots take our jobs? Will we get flying cars? What does it all mean?
AR: The New Reality of Advertising
The Moon Unit delves deep into the mysterious world of AR to discover where it came from - and where it's going.
In Orbit With... Clara & Laura Laperrousaz
The Moon Unit chat to French sibling Directors Clara & Laura Laperrousaz following the release of their critically acclaimed feature film debut.
In Orbit With... Danny Edwards
The Moon Unit chats to Shots' Danny Edwards about the creative process, what’s next for the ad industry, and why emanating from Essex is a great thing...
In Orbit With... Gina Grillo
The Moon Unit chats to The ADVERTISING Club NY CEO Gina Grillo. We talk about gender bias, diversity and the best ads of the year...
Invisible Ink: The Truth About Life as a Ghostwriter
What does a ghostwriter really do? And is the life of a ghostwriter all it’s cracked up to be? The Moon Unit pulls back the veil on the mysterious lives of ghostwriters to answer these questions and more...
In Orbit With... Jeff Cronenweth
TMU chats with legendary cinematographer Jeff Cronenweth ASC – talking Director/DOP relationships, film vs digital and more…
In Orbit With... Karim Bartoletti
Milan based Karim Bartoletti gives us his insights on the state of the advertising industry, what's unique about the production scene in Italy, and what the production company of the future will look like...
In Orbit With... Leda Nasio
TMU spends time in orbit with Nunchaku LA EP Leda Nasio – the influence of the Hispanic market in US culture, how political events are influencing this sector and what makes a great Director.
Lost In Translation
Silly, succinct and satisfying: The Moon Unit compiles some of the best words of the world that don't quite translate to English.
In Orbit With... Peter Grasse
The Moon Unit spends time in orbit with ex-Dictionary Films Tokyo EP Peter Grasse, on those crazy Japanese ads and the differences to Western advertising culture.
In Orbit With... Raqi Syed
We discuss what's in store for VR, what it was like working on Avatar, and how we might reimagine our visual language for the future...
In Orbit With... Simon Veksner
The Moon Unit takes a few minutes of Simon’s time to ask about Director’s Treatments, what’s next for the ad industry, and the secret behind those canines with laser-vision…
The Best Super Bowl Commercials Ever?
The fight for attention during halftime has spawned some of the most innovative commercials to date – and some of the most controversial.
Why Awards Shows Are Broken - And Why We Can't Stop Attending Them
In the 1950’s somebody had the genius idea of hosting the first advertising awards show, and for a while all was good.
In Orbit With... Adrian Belina
The Moon Unit chats to Jam3's Partner & Executive Creative Director about multiplayer WebVR and creative company culture...
TMU's 2018 Cannes Lions predictions may surprise you.
Time to dust off your clapping and champagne-flute-holding hands: it's festival time again.
In Orbit With... Ari Kuschnir
The Moon Unit chats with the founder of avant-garde production and entertainment company m ss ng p eces about what's next for VR...
In Orbit With... Cindy Gallop
The Moon Unit catches up with entrepreneurial powerhouse and former Advertising Woman of the Year, Cindy Gallop. We talk #MeToo, award shows and more...
In Orbit With... Karen Costello
The Moon Unit chats to the EVP/ECD at Deutsch LA and one of the most creative women in advertising, Karen Costello...
The Top 10 Ads Of All Time?
We tapped the minds of over 20 industry professionals to compile a list of the 10 (ok, 13) top ads of all time...
TMU offer free help for your next charity job