A Quick Thought About Evaluating TV Ad Concepts
There are a variety of ways media consultants present ideas to their clients. This ranges from scripts to ripomatics to actual rough cuts. At the end of the day it doesn’t really matter if it’s on stained napkins as long as the idea is creative, relevant, accurate and well thought out.
However, we would politely suggest that during the early stages of the campaign, storyboards be the presentation tool of choice. Not only are they more effective in illustrating a concept than a script, they are less costly to produce than a rough cut. As an added bonus, they are also much more sanitary to pass around than a bar napkin.
You should see the original storyboard for this ad... 
As a practical matter, scripts should be used on all time-sensitive creative, such as response ads. However, push to ensure scripts include a detailed description of the visuals, and not be limited to just the narration.
After all, TV is something you watch more than you hear. (Don’t believe it? Then why isn’t it just called radio? Exactly).
More thoughts on creativity can be found here.
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