In commercials, we're used to seeing anthropomorphized characters always on the verge of a horrible death. Which is sort of weird. We talk to ad makers about walking the line between funny and cute and abject horror.
They’re a necessary evil, and when done right, are crucial in telling a creative story. But still, case study films have become the stuff of eye-rolling parody and the risk is that the focus is on the stat-packed overview, not the actual creative idea and experience. Here, top agency leaders—and award show jurors—weigh in on how to make the best case.