As recently as a few years ago, if you saw a good ad floating around that hadn't been commissioned and approved by a client, many creative professionals would dismiss it with two simple words: "It's spec."

And that makes sense, given that a spec ad doesn't have to be routed through a creative director, an account director, a client or legal. So it's basically a pure creative experiment with no boundaries or obstacles.

But the perception of spec—or at least good spec—is changing a bit, thanks to the fact that clients occasionally, surprisingly love them.

It's rare, but it's increasingly possible as brands like Burger King juggle a litany of agency partners and are willing to field good ideas from just about anybody who wants to pitch it. At the same time, brand social managers are also on the constant lookout for engaging content, and spec work (after some due diligence on clearances) can fit the bill.

That's what just happened with Kit Kat, which benefitted from a burst of creative genius from someone the brand didn't even know.

On Adweek today, my colleague Sara Spary talks to creative strategist Sam Hennig about his One Minute Briefs entry that became an instant hit on social media. Hennig turned a daily calendar full of Zoom calls into a minimalist ad by dropping Kit Kat's iconic dual wafers into the calendar slots as a reminder to "have a break."

Check out the interview to learn not only how the ad idea came about and was officially embraced by Kit Kat, but also how the concept evolved from an idea for a completely different brand.

Have any spec ads stuck with you over the years? I'm reminded of last year's One Minute Briefs breakout hit: a Guinness "Stay at Home" spec ad that looked so good, most people sharing it had no idea it wasn't official.

Let me know about your favorites at the email below or at @Griner on Twitter.

David Griner
International Editor, Adweek
David.Griner@Adweek.com

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