A game of two halves

We love a 50/50 split ad as much as the next person. We have used them in the past as an effective creative solution. And there are some cracking executions out there. But lately, they seem to be everywhere! Some good, some bad, some downright ugly. And we started wondering why. So, in recognition of this (sometimes overused) advertising execution, we penned a little ditty.

1 minute read

23rd November 2023

When you need a concept, for the latest client brief, you grab a pad and take a seat, heart full of self-belief.

But as the hours tick cruelly by, and thoughts just don’t ignite, you need to know you’ve got a plan, to get you out the shite.

So take your page and draw a line, right down the bloody middle. Now you’ve got two spaces, in which to bloody fiddle.

On the left, you put the stuff, that shows that life’s a miss. On the right, utopia, of post brand-purchase bliss.

‘Before and after’ works quite well, or ‘country vs city’, or ‘then and now’ or ‘old and new’, or ‘flashy vs shitty’.

This trick is called a split screen. It’s always worth a punt. Look around, you’ll see it done, by every other c***.

So when you’re doing concepts, but all you’re drawing is a blank, draw a split-screen line instead. You know it’s in the bank.