So while watching TV the other night, I stumbled upon a new show on AMC
. The Pitch
is a reality TV show that follows two competing advertising agencies. It reveals a rarely seen side of advertising. It gives a look behind the scenes of the agencies from when they get the client, through the creative process, and then finally the pitch to the client.
Here’s a break down of the episode I got to watch:
The client meeting was the first scene of the show. Set in Chicago
, the two competing agencies gave a dramatic walk-up moment as they head into a building to meet the client.
- The Client–> Little Caesars.
- The Mission–> Create a multi message digital campaign focusing on the real tomatoes and real cheese, good quality of Little Caesars’ pizza at a reasonable price.
They then break down the two agencies.
- Common Ground is a large agency in the city. Their strength is strategy first than creative, strategy is the platform they build on.
- Bee Line is a small agency in “Burbs”. The CEO, Stacey, is a soccer mom and has attracted a creative team that is more family oriented.
They then show both agencies going through the brainstorming process. It shows the different directions each agency takes, along with all the twists and turns of the creative process. The biggest lesson from this section, Googling every idea to make sure it hasn’t been done before is essential.
Pitch day then finally arrives and both teams get an opportunity to present their ideas.
- Common Ground–> Their inspiration is the passion behind social sharing and in this case over sharing. They created a character named,”Chuck Perry” and he is spamming social media platforms with his love for Little Caesars. Then they had the Little Caesars’ representative “apologize for not apologizing”
Then the show cuts to commercial and what do we see, but a Little Caesars commercial. They say something like, “you’ve just witnessed the winning pitch…” Umm, I’m sorry did they just reveal who before both teams presented their ideas. Yes, yes they did. I was completely shocked! They just ruined the last 15 minutes of the show!
They come back from the “Follow Chuck Perry” commercial and Bee Line has their turn to present
- Bee Line–> Their pitch was a simply hashtag #PQuality. They hoped this would spread on Twitter about the quality of the pizza. They planned to have Segway chariots go around town and promote the has tag.
But the rest of their pitch no longer matters, because we already know who wins.
Common Ground is named the winner (surprise, surprise). Client felt the concept they presented was more innovative and fresh. After the decision, myself along with many other viewers felt that Bee Line should have won.
After reading more into the decision on The Pitch
section of AMC’s website I understand why the executive’s chose Common Ground. The idea of a company employee over sharing on social media about how much he loves Little Caesars is very different and fresh. I led with a predisposition of how much I hate those who over share on social media.
This turned out to be a good lesson for me, don’t lead with personal feelings. Now that I am about to become a PR
professional, I need to start thinking that way. That being said, I will definitely be tuning in for next week’s episode. Hopefully the next episode conclusion will not be given away by an ill-conceived commercial placement.