Today I had a commercial come to my desk with incorrect details. Basic details. Yet no one picked up the mistake, the writer. the voiceover talent, the client manager, the client himself. No one, hell not even me till I was reading along with the commercial when I picked it up. It was an easy edit, but the simplest of errors was missed by all. Funny thing is that even auto correct on Microsoft Word didn’t pick it up. Solution, is to read, read again, then read the bits you are most confident over, the address, business name, phone number. All the pieces that make up a commercial script, in fact any written piece needs to be checked, that’s why they have proof readers in publishing, editors in newsprint. The legals, license numbers for electricians etc, for registered clubs, is the price drive away for cars and bikes, I’m sure you could add more to this list. 2 more minutes can save that time ten fold over. Our remakes run at between 9 and 12% so better than 1 in 10 ads is a remake.
Attention to detail, that’s all it takes
That’s all I have to say
(Like the Sunday Roast)
Stick a fork in