Unscripted advertising: why passing the mic to creators makes better work

The word “collabs” might be new to the mainstream, but the concept isn’t. Collaborations have been around forever. 

For decades, brands and agencies have sought after the cultural currency and vision of celebrity creatives to make compelling work. 

Trust in their abilities. Respect their audience. Believe that they are good at what they do. Let them do it their way. 

At Wieden+Kennedy, we've always looked for legendary partners and breakthrough content creators to bring their unique perspectives into the world of brands. From icons like David Fincher and Spike Lee, to rising talents like Kai Cenat. 

The guiding principle is ‘pass the mic’: Trust in their abilities. Respect their audience. Believe that they are good at what they do. Let them do it their way. 

Above: Creating content with social media stars is one of the most powerful levers a brand can use.

It’s surprising that this principle doesn’t always translate into contemporary social media influencers and creators, who are often brought into campaigns for their audience, but not for their vision — the vision that has attracted that audience in the first place.  

Advertising jargon may tell you that this problem is all about authenticity. But it’s not, it’s all about entertainment.  

Think about this; why is it that on social media, creator partnerships with brands are - mostly - less interesting than the rest of their content?  

Probably because you don’t give creators the same level of trust that you dream of giving to your favourite director. Advertising jargon may tell you that this problem is all about authenticity, but it’s not, it’s all about entertainment. 

Basically, how do you entertain their audience with branded collabs just as much as their regular content does?  

Above: Wieden+Kennedy's campaign for Montblanc, featuring Spike Lee.

We recently put that to the test in Single Charge Trips, an Instagram and TikTok content series for Ford Ireland. This influencer partnership was conceived with the intent to give the influencer full creative control. 

Creating content with social media stars is one of the most powerful levers a brand can use.

Kevin Penrose, who makes content about his travels and adventures across Ireland, took the new electric Ford Explorer on a single-charge trip across three Irish counties. He plotted the route himself, shot the content, and edited it. Nobody attended the shoot with him. 

Creating content with social media stars is one of the most powerful levers a brand can use. And doing it well – with true entertainment value – requires that leap of faith. 

Above: Travel influencer Kevin Penrose took the reins in a recent collaboration with Ford.

It’s all about good partners

Just as with leveraging directors, you have to trust in their skills and that they are masters of their craft, and that they know how to best make content that reflects your vision for their medium; now the pocket-sized screen, rather than the silver screen. 

Now, when it comes to clients, how do you encourage them to take that leap with you, and surrender some control?  

The rule of the game here is that this kind of idea requires partners who are already switched on and motivated to this kind of thinking, as opposed to strong-arming the ones who don’t. Some may wonder, if you’re giving up control, doesn’t that render agencies irrelevant?  

Don’t shoe-horn a creator (or the idea of using creators) in general to fit into your existing idea.  

Not at all.  

Brand and agency are still critical in the rigorous ideation process. Coming up with the initial concept, making sure there is a bigger idea present in everything, and ensuring it’s one where the brand voice, goals and intentions are coming through clearly. Social-first thinking simply must be at the centre of this process. You ultimately need to conceive the whole idea with creators in mind. 

Don’t shoe-horn a creator (or the idea of using creators) in general to fit into your existing idea.