A guerilla piece (alternative, ambient, whatever you want to call it) has already become an essential part of any book worth reviewing. And for good reason.
But I see a wide variety of how those pieces are presented in student books. I've seen very good ideas presented very poorly. Some examples of common mistakes would be:
- Overly and needlessly art directed boards.
- Little / no / unclear explanation of what the piece is about.
- Too much explanation of what the idea is about. It needs to be clear, but not belabored.
If you need clarification, look at how these types of ideas are presented in the annuals. Or pick up a copy of
Advertising is Dead, Long Live Advertising. Or just write a sentence or two as if you were explaining the idea to your parents.
