Acting out.

Do not ever, ever dress up in a costume or act out a role in a presentation.  Putting on costumes will make you look ridiculous.  Acting out a commercial will make you look like a band of idiots.  I know of a pitch for a razor brand where the creative team made their presentation in bath robes, as if they were fresh from their morning shave.  It went over like the Hindenburg on wheels. For another pitch, a writer brandished a .38 revolver and acted out a kidnapping scene that was supposed to be wildly hilarious.  It scared the hell out of the clients and everyone else.   Do not do this.  Ever.


David Fowler created long-running advertising platforms for Motel 6 ("We'll leave the light on for you"), BP ("Beyond Petroleum"), Fanta ("Wanta Fanta"), Claritin ("Claritin Clear") and many others during his forty-year career.
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