1) 2017 was the year of women. Free the bid was a huge part of that. Agencies are looking beyond the typical male “A-list” directors thus exposing new talent with diverse points of view. Audi’s 2017 Super Bowl spot was a prime example. The bid included a lesser known Aoife McArdle alongside powerhouses Lance Acord and Martin deThurah. She brought an emotional performance-based treatment and a point of view that felt the most honest for the spot. It was incredibly well-received and I’ve been seeing her name more and more.
4) I’m wondering if there will be a backlash to the overproduced, “cinematic” look of 2017. As the need for original content continues to explode across media channels and production budgets continue to get sliced and diced, I think we may see more content that relies on wit and whimsy over high production. On that note, I’m hoping to see brands having a bit more fun in 2018. Humor would be a welcome change after a year of cause marketing and politically-charged messages. While I love that brands are getting involved and becoming a part of important conversations, it’s not for everyone. It’d be nice to take ourselves a bit less seriously and have more fun.