Uploaded March 2026 | Updated September 2026, 2 weeks ago
A very happy Valentine's Day from... what's that? Is it not Valentine's Day anymore? It probably wouldn't be, of course, so why start out your commercial by saying when you made it? On this episode of The Briefcase, Ric Tyler walks us through the dangers of dating your work and how to save time in the long run by shirking the time now.
What You'll Learn
• Dating your commercial wastes precious seconds. Your customer knows what holiday or season it is, and you should show that you understand that.
• If what you say on air doesn't match what listeners see outside, it can make your other assertions sound less certain by comparison. This transitive property is called imaginary resistance, and in the marketing world, it's a killer.
• Sometimes, ads get airtime far from their time of original recording: an ad made for Christmas might be played closer to Easter to fill time. This will make the narrative dissonance very apparent!
Got a question for the Sutherland Weston team? Connect with us at sutherlandweston.com
A very happy Valentine's Day from... what's that? Is it not Valentine's Day anymore? It probably wouldn't be, of course, so why start out your commercial by saying when you made it? On this episode of The Briefcase, Ric Tyler walks us through the dangers of dating your work and how to save time in the long run by shirking the time now.
What You'll Learn
• Dating your commercial wastes precious seconds. Your customer knows what holiday or season it is, and you should show that you understand that.
• If what you say on air doesn't match what listeners see outside, it can make your other assertions sound less certain by comparison. This transitive property is called imaginary resistance, and in the marketing world, it's a killer.
• Sometimes, ads get airtime far from their time of original recording: an ad made for Christmas might be played closer to Easter to fill time. This will make the narrative dissonance very apparent!
Got a question for the Sutherland Weston team? Connect with us at sutherlandweston.com
