Déformation professionelle - Occupational diseases in advertising and marketing

Axel Eckstein, Executive Creative Director at Leo Burnett Switzerland, writes in Werbewoche about pathology in advertising and marketing. In the eleventh episode: Director's Cut (conceptus amputatis).


The director's cut is a deep gash that hurts a film down to the concept layer. This is especially true for the short-format commercial film. To be distinguished from the director's cut is the making-of, in which an intact concept is merely covered by a thick audiovisual scab. Showreels, online communities and film juries are the main areas of distribution of the Director's Cut.


Director's Cuts are created post-productionally through jobs that are completed in and of themselves and on which a director rubs himself. His purpose is to demonstrate his skills as an autonomous artisan without lateral influences from briefings, pre-production meetings, or finished broadcast copy. During the incubation period, contact with excellent story elements results in trimmings that add up to the actual cut.
Axel Eckstein is Executive Creative Director at Leo Burnett Switzerland. He writes about pathology in advertising and marketing in every Advertising Week.


Abnormal length growth is very frequently observed in the affected films. Accompanying focus jumps and white fades occur. In severe cases, the musical layer undergoes a complete metamorphosis. Very rare: the naming of an alternative principal mark in the final chart.


Effective preventive measures are not yet known. In order to avoid complications, any concept residues remaining in the incision wound should be completely rinsed out in any case.

Published so far:

Salmon jam (risum interrupta)
Premature ejaculation (ejaculatio logo praecox)
Idea bedsores (decubitus idea)
Panic-progressive disorder (morbus pendulum)
Margin inflammation (gastritis profit)
Success strabismus (strabismus successus)
Gold fever (febre auri)
Platitourette (repetitio nausea)
Visual fetishism (stimulus best practice)
Probonose (thrombosis facsimile)

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