10 points David Guerrero picked up at One Show
BBDO Guerrero Chairman and chief creative officer David Guerrero was part of the One Show Advertising Jury that sat in Santa Barbara this month. Here’s Guerrero’s 10 points he picked up from the experience.
Santa Barbara, the venue for this year’s One Show judging, is about 90 miles up the coast from LA. It’s America at its most prosperous: at the beating heart of #firstworldproblems. Panini shops sit next to Psychics (‘We knew you were coming’). Dog groomers jostle for attention next to digital detox consultants. And of course the best-selling car is Toyota’s guilt-driven Prius. (To better understand the natives I rented one for the week.) Having said that, the week’s star celebrity sighting – Ewan McGregor – was driving a Bentley. Others to drop by the venue, if not the judging, were Kurt Russell and Yo-Yo Ma (carrying his own cello).
The judges themselves – or at least their work – were only slightly less famous. With John ‘dumb ways’ Mescall, Anselmo ‘sketches’ Ramos and Colleen ‘Old Spice’ de Courcy in attendance. The full line up is shown here (and pictured below). One thing about the One Show is that there is no discussion about the metal: until it comes to the Best of Show. That means there was quite a lot of discussion in the breaks about what we were seeing in our judging groups. Some of this may seem desperately obvious to you. But it might confirm some existing beliefs. Or simply answer the inevitable question ‘what were they thinking?’