Crazy idea for an advertisement for Walls ice-cream

[bernhund]

I've sat on a crazy idea for an advert for an ice cream product for years and would love to approach Wall's with it, but don't know how. I did once try to contact them and was told campaigns are planned years ahead and to forget it. I can't remember who I contacted to be honest as it was a long time ago, but I honestly do believe this ' one off' ad, irrespective of a campaign, would be enjoyed by the company themselves as well as the public and if they just listened to my idea they might say 'we've got to run it!'
So how do I go about it and protect my idea? I'd like some kind of payment for it of course!

[bernhund]

Badda said:

I admire your confidence in your own idea. Without telling us the ad. Are you able to share more about what would make it a winner?

Haha, I do believe in it 100% and so I can't avoid coming across as perhaps over confident; conceited even! But you do need to believe in your ideas or there's no point. It's one of those things/ideas that the majority of people never pursue, then say years later when seen on the shelves etc. how they had that idea years ago. They never saw a penny, but the guy who had a go did.
The point is, if I don't run it by them, then nothing happens. If I disclose it, someone else might run with it.

[bernhund]

Badda said:

I admire your confidence in your own idea. Without telling us the ad. Are you able to share more about what would make it a winner?

It would appeal to a certain generation as would the product. It would require a known celebrity with a sense of humour to agree to doing it, though it would not be taking the micky out of the celebrity. It's almost impossible to tell you any more I'm afraid.

[bernhund]

Ikemi said:

I think you might struggle to protect such an idea, let alone receive payment ...

I totally agree. But a good idea is a good idea whether it came via Saatchi and Saatchi or someone acting as a freelance on their own.
I was thinking along the lines of a legal agreement that states any variation of the idea created by the company once disclosed to them would be a breach of the agreement. To be honest it would be impossible for them to vary it anyway because every part of the idea is critical to it.
So I get their interest, they sign the agreement to listen to my idea and if they don't want to know they've lost nothing. If they do want to run with it, my charge would be significantly lower than an additional agency. My problem is taking the idea to them/the right person.

[bernhund]

EddieSteadyGo said:

bernhund said:

I've sat on a crazy idea for an advert for an ice cream product for years and would love to approach Wall's with it, but don't know how. I did once try to contact them and was told campaigns are planned years ahead and to forget it. I can't remember who I contacted to be honest as it was a long time ago, but I honestly do believe this ' one off' ad, irrespective of a campaign, would be enjoyed by the company themselves as well as the public and if they just listened to my idea they might say 'we've got to run it!'
So how do I go about it and protect my idea? I'd like some kind of payment for it of course!

Reality check - Wall's are owned by Unilever. Their turnover is something like £50bn. There are so many obstacles in the way, I'm sorry to say it isn't worth your time even trying to think about monetising your idea.

Just in terms of their corporate controls for example, they won't have the flexibility to sign commercial agreements with a one man band so they can hear your brilliant idea.

They will think they are already employing the best creative agencies in the world. Who will be not only pitching ideas on a continual basis, but will have the resources to translate these ideas into reality.

The problem with advertising isn't thinking of the initial idea - that is the easy bit. The hard bit is all the stuff which follows after - translating the initial idea into a finished product that fits with the corporate guidelines, deciding and agreeing with stakeholders how the results will be measured, deciding where it will be placed and at what price and with what budget to achieve the desired result etc etc.

If you want to gain some kudos maybe write to one of their directors outlining your idea and asking for feedback. As a courtesy, they should reply with some considered thoughts. But they won't pay you.

Sorry, your post came in while I was writing mine so what you say has pretty much answered what I was typing!

[bernhund]

I don't profess for one minute I know how the world of advertising and marketing works, which is quite obvious to those who do know! But it certainly doesn't hurt to put this post on here to see what others think about the idea. Being told there's no hope is fine by me because it's all useful information whether it's positive or negative. I didn't think for one minute that I'd waltz into Unilever and slap my idea on someone's desk that's for sure. But you never know whether any doors could open until you try reaching out to see what comes back, be it on a forum or chatting to someone at a function who just so happens to know the right person. Networking so to speak.

[bernhund]

Marcellus said:

If marketing is something you want to “get into” then go for it, it can be great fun!

It's something I think I would have enjoyed had I tried it years ago. As a 51 year old running a bathroom installation company, it's too late! I'm likely to part retire in about 4 years time but do like the idea of little projects that could top up my income. I've had a few ideas in the past that I either didn't pursue or couldn't afford to that have arrived on the market since by someone else, so they're not all 'crazy' ideas like this one!

[bernhund]

jas xjr said:

bernhund said:

It's something I think I would have enjoyed had I tried it years ago. As a 51 year old running a bathroom installation company, it's too late! I'm likely to part retire in about 4 years time but do like the idea of little projects that could top up my income. I've had a few ideas in the past that I either didn't pursue or couldn't afford to that have arrived on the market since by someone else, so they're not all 'crazy' ideas like this one!

I am "guilty," of this kind of thing too. By thirty years in one case. One thing to remember is that even a poor idea or concept can be made to work.whilst a great idea may never see the light of day.
It can and has been done,nothing is impossible just maybe difficult.
Good luck

I bet there are countless people out there who had an idea, did nothing and watched someone else make a killing later with the same. They'd then feel hard done by and tell all their mates 'I invented that!'.
About 25 years ago I designed a box of tricks that linked into your heating system and used 'touch tone' technology for you to call home to switch on/off heating/hot water etc. Got as far as a world wide search at the Patent Office after which I was told I could apply for the patent. I simply couldn't afford to pursue it and perhaps just as well, as a few more years down the line came the mobile phone explosion and apps. Of course Hive now does what my invention did and more!

[bernhund]

EddieSteadyGo said:

bernhund said:

<snip>
I bet there are countless people out there who had an idea, did nothing and watched someone else make a killing later with the same. They'd then feel hard done by and tell all their mates 'I invented that!'...

Out of interest, what's the ballpark figure you think you might receive? Of course, I realise you can't be precise, but you must have a figure in mind that you would hope for, bearing in mind your quote above?

I'd be very happy with £3 - £5k. I've no idea how much ideas are worth, but I'd think that wasn't a lot to ask for compared to advertising agencies. Unlike an ad agency, I just have an idea, whereas they no doubt charge for the idea right through to the end product.