DC is more than just our nation’s capital: It’s home to some of the most creative minds in the advertising business. These thought leaders are pushing the envelope, developing award-winning campaigns that inform and inspire far beyond Washington. We sat down with past ADDY Award winners to learn what motivates them to Resist the Expected.
Today’s creative brain is Lindsey Seltzer, a Vice President at GMMB who breaks barriers and block towers.
Last year GMMB won Best of Broadcast and Best of Show at the DC ADDYs and went on to win a national gold in the Regional/National Television Commercial category for the Hillary for America “Mirrors” spot.
What was unexpected about “Mirrors”?
In a campaign for what would have been the first woman president, everything was unexpected. And Donald Trump was a pretty unexpected opponent. By using his own words instead of a voiceover, we did a negative ad in a more creative and interesting way.
Emotional resonance in creative is really important, and this ad really broke through and connected with people.
What’s your favorite piece of advertising?
I’ve always loved Subaru’s ads. They did a long-form spot many years ago that featured this amazing woman and her partner who lived in Oregon and ran an orphanage in Kenya. They just happened to drive a Subaru. It felt more like a mini-documentary than an ad.
What about that ad was unexpected?
What’s unexpected — and this is true across many of their campaigns — is that unlike almost every other car commercial, it wasn’t about the car but it makes me really want a Subaru.
Why do you feel advertising competitions are important?
Perhaps people within the industry strive to do better work when they’re seeing what other people are putting out there.
What do you feel is unexpected about the creative in DC?
That it’s really good. People think of New York as an advertising city, and probably Los Angeles. But DC has some really good stuff coming out of it, political and otherwise.
What about you is unexpected?
I used to have dreadlocks. I just thought they were awesome. And what made me not have them anymore? They stopped being awesome.
Come and see all of the work that resisted the expected this year by attending the 2018 ADDY Awards on March 29th at Gypsy Sally’s.
Meghan Kotlanger, the friendliest of interrogators, is a producer/director at Eastward, a content studio in DC and LA. Eastward is a collective of creatives, driven by curiosity and conviction, who bring a range of experiences and disciplines together under one filmmaking roof.
Matthew Rakola is a photographer with 16 years of experience working with a wide range of commercial, editorial, and educational clients. He specializes in making “real people” shine in front of the lens, usually by poking fun at himself.