Considered one of the most high profile, creative and exuberant admen in the industry, Sean Cummins talks about his experience on reality TV show HP SPACE, his insight on advertising, and plans for his next advertising adventure with ice-TV.
When we first met Sean Cummins it was instant chemistry. Maybe it was his friendly Aussie demeanor or his articulate way of making everything that came out of his mouth sound so refreshing and compelling – perhaps it was both. In any case, we were sold.
Probably most well known for creating the global campaign, Best Job in the World, Cummins was the perfect judge and mentor on reality TV show HP SPACE.
Just fresh from selling off his shares from the ad agency that he had founded in 1997, Cummins was ready to take a break from the advertising world. With over 25 years of experience, HP SPACE was a fantastic platform to express his expertise to a hungry generation of creative thinkers.
“HP SPACE was a blast! It is an intelligent show that makes the invisible process of creativity visible,” says Cummins. “For the HP brand was a stroke of genius because it is the perfect demonstration of their product – in all its applications. It is an idea that could go into any market in the world and has enormous appeal.”
When asked where he thought advertising was heading, he expressed that the hot areas of interest are social networks, ambient “pop-up” marketing, product placement, branded content, sponsorships and anything digital.
On the topic of branded content:
“Good branded content must be like any form of television. It must be entertaining, engaging and fun. People also like stories and characters,” says Cummins. “The reality show style creates that opportunity for brands because the contestants become the characters.”
“Branded Content, done well, forces people to tune in to your message: To make an appointment to see your brand. And it doesn’t get any more powerful than that!”
As Cummins continues to enjoy his “ad-break”, exiting the advertising world completely is definitely not on his agenda. For a man who’s spent his career being totally passionate about creative ideas, Cummins and ice-TV are currently working on a brand new TV series based on the core process of advertising – the “show-business of business”.
“The hardest thing about advertising is actually breaking into it. Because its so hard to know people’s abilities just by judging an art folio, or a TV reel. You don’t know how they are as creative people. Are they moody, quiet, surly? Are they Divas? Are they precious?” explains Cummins.
“I think a show that exposes the types of people that make up the creative department is a fascinating opportunity to create compelling television.”
This new project sees Sean Cummins and the creators of HP SPACE David Searl and Sham Baharom join together again to bring creativity to life.
