Week Twenty Four
I've made my living in advertising, more or less, for over 13 years. And in that time, I've determined one single truth: advertising needs to die. It's crumbling because of the agencies who overthink every last detail. It's ruined by the clients who care more about statistics and numbers than letting their brand stand for something. And it's obliterated by people like me: creatives who throw briefs into a meat grinder and pull out variations on the same complacent bullshit we've been spinning for years and try to call it art. Yes, my friends, advertising needs to die.
First, the why. We speak of the 50s and 60s as the heyday of the advertising "craft." Where brands had snappy lines, memorable commercials, and bold print campaigns. But once the jingles faded, and the art was replaced by the safety of recycling, advertising became just another line item in a budget. Brands no longer wanted to take risks. They no longer wanted to tread unexplored territories. What they wanted was what everyone else was doing. What they wanted was to get as many people to see their ads, but they didn't care if the message resonated with them. Advertising, at least our current form of advertising, needs to be destroyed.
Second, the what. The silent rule is this: the more exceptional, irreverent, or unique a piece of advertising is, the more likely it is to be killed by the higher-ups and clients. It's why all car commercials have their newest models peeling around turns on CA-1. It's why tech companies use highly reflective surfaces to show you the latest laptop. It's what everyone else is doing. You've seen it all in the chaos, and because of this wall of similar sights and sounds, your brand won't stick in the minds of consumers. So forget what the research says. Forget the key demographic you're trying to reach. Simply tell a unique story. Make something risky. Push the envelope, and the more you do, the more you and your consumers will be rewarded.
Third, the who. I work with genuine artists, people who astound me daily with their exceptional creations. But these "pieces" are dulled into something uninspired by a suit with an MBA. Someone who thinks they know what consumers want because of an extra few years of schooling. Masterpieces are turned into trite shit that might hit all the notes that the research seeks, but lack any form of interest. Let these artists astound you. Let them blow your mind. Enjoy the story that each piece has to tell without whittling it down to some unrecognizable lump of boredom. Clients pay agencies good money for the expertise, so get your money's worth.
Fourth, the when. Now. Seriously.
Five, the how. We can change the industry by killing the industry. Throw away your spreadsheets. Lose the statistics. Forget what you've been taught. Don't worry about how something "ladders up." Stop pretending your brand has a voice. Simply - just create. Make something beautiful. Make something daring. Make something that people will want to invest time in. Create art. And I promise the consumers will not only come, but they'll appreciate you more.
