No-one Likes the Speccy Kid

System1’s and LinkedIn starlet, Andrew Tindall, shared a spec ad a couple of weeks ago: seven letters, two words: ‘Chat GDP.’
Designed in classic Economist style - red background, white type - it mimicked the brand’s visual identity. The reaction was largely positive. Personally, while I appreciate its simplicity, it lacks the wit and implied intelligence that define The Economist’s best work.

‍
Andrew also shared another mock-up a few months earlier that read: “Make AI worried you’re going to take its job.”
Another attempt at an Economist-style ad and one that, I think, captured the brand’s tone much better.
One of the most engaged-with and liked comments on his post read: “It’s not creative courage. It’s borrowed credibility. Spec work belongs in portfolios, not in public feeds presented as real campaigns.”

‍
I understand that point of view, but I disagree. Of course, it should be posted/shared stating that it’s a spec ad but flexing your creative muscles, whether for fun or to showcase talent, should be celebrated (if it shows a level of thought and craft, and doesn’t add to the AI slop plaguing the platform). It gives you the freedom to create without the constraints of clients, budgets, legal approvals or not working on your dream brand, all of which can be a nightmare to navigate and prevent great work going live. Whereas with spec ads, the only thing stopping you is yourself.

‍
Early into SCA, one of our mentors, Mike Nicholson, gave a presentation on ‘Making Your Own Luck’ by creating proactive work. The example he shared was the ‘Mak Long Fink Technique’. It’s an inspiring story about Jonathan Mak Long, a graphic design student who altered the iconic Apple logo, replacing the ‘bite’ with a silhouette of Steve Jobs’ side profile. Jobs passed away shortly after – to the detriment of the world but to the benefit of Jonathan – the post went viral, and Jonathan got some much-deserved attention (it’s a beautifully simple idea, well executed). He got a job at Ogilvy, worked on the ‘Share a Coke’ campaign and using the same negative-space technique he won a Cannes Lion.

‍
I’m now in the process of creating my own spec ads for Guinness 0.0, inspired by both the talk and the Guinness Extra Cold ads of the Noughties, which take the distinctive Guinness pint/shape and use (usually) everyday items to echo it in a variety of ways.

‍
I know the ASA would almost certainly never approve the idea I’m proudest of to run, but once I’ve crafted it to a standard I’m happy with and crucially found the ‘creative courage’, I’ll share it. I’m not expecting a Cannes Lion, nor a job offer, but a few positive reactions, comments, or even a share will provide me with enough satisfaction and confidence to start a new week at SCA. And if that doesn’t happen, I’ll go again and enjoy doing it.

‍