As expected, the great viral idea that I was all sorts of jazzed about has been killed by the client.
This idea was on-strategy, utilized an outside interest-driver to get people interested about what is, plainly, and otherwise boring brand message, and was very funny. More importantly, it was very funny (the one sure-fire additive that makes viral actually viral). I still laugh when I think about it. Making this idea even better, the viral part fit seamlessly within the whole, multimedia campaign. It was a fantastic idea.
The client, of course, felt like their message was strong enough to stand on its own. In their mind, the creative was getting in the way. In our mind, the (pesky) creative was making a interesting, breakthrough and palatable to the consumer.
Clients love their product and bland marketing-speak messages about their product are, to them, compelling.
To consumers…not so much.
I knew this idea was going to get killed, but I am still crushed by the news.