advertising, Creativity, Uncategorized

Advertising. Phineas Gage is a strange story we should all know.

“One can be master of what one does, but never of what one feels.”

Gustave Flaubert

September 13, 1848 was not a good day for Phineas Gage. Until that day, the handsome 25 year old had worked his way up to the position of foreman. By all accounts he was very good at his job. Shrewd and capable. Somebody you could depend on to get the job done. But, unfortunately on that day none of these fine qualities would help him. He was working with a four-foot iron rod to tamp down some blasting powder. And through sheer chance, the iron bar created a spark as it struck a rock. This sent the iron bar straight up through Gage’s left eye and clean through his brain. Apparently, the rod landed 30 or 40 feet away from the unfortunate and now one eyed Mr Gage.

And now the good news. Phineas Gage, incredibly, was fine. Yes, he had lost an eye and had a massive hole in his brain. But, apart from that he was fit as a fiddle. Later that day, he would walk into a doctor’s office saying, “Here’s business enough for you.”

I was fortunate enough to be told this unbelievable story by Rupert Price our urbane Chelsea Football Club loving head of strategy. The reason both Rupert and I are interested in Mr Gage is because of what happened to him next. You see, although Mr Gage showed no physical side effects, there were some other changes.

He was unable to control his emotions or make choices.

His intellectual abilities were fine. He could think, but could not make decisions.

150 years later, Dr Antonio Damasio would examine, analyse and scan Gage’s skull. His conclusion was that Gage’s post accident brain was unable to process emotions and was therefore unable to make decisions.

In other words, you cannot make decisions without the ability to experience emotion.

Think about what that means in our business. If there is no emotion, there is no decision. If there is no decision, there is very little point to advertising.

I hear too many people talk about emotion like it is a nice to have or perhaps part of old fashioned advertising. Apparently, there are better ways now. Really?

Let’s take an example. Buying a house. The biggest purchase most people ever make. In the beginning, our nice couple will do research, they look at suburbs, measure the rooms and talk to experts. You know, rational stuff. Yet, what do they invariably say when they are asked why they bought that specific house?

It just feels right.

The idea that a lot of decisions are purely rational is a myth. A myth, many still believe because that is how they think they make decisions. A myth that has a massive impact on our business. You can have all the facts but without emotion there is one thing missing. The ability to have a preference. Because quite simply you don’t care.

And, when you don’t care about something, no matter how available, rational or effective it is, you don’t notice it. That something becomes invisible. These days, there are many short term choices that are leading brands to reach parity with one another rather than becoming a far more desirable p-word. The preference.

I would argue advertising needs that like a hole in the head.

Standard
advertising, Creativity, Uncategorized

Advertising. 450 million dollars for peacock feathers.

“The greatest deception men suffer is from their own opinions.”

Leonardo da Vinci

This is Salvator Mundi. The world’s most expensive painting. It recently sold for 450 million dollars at Christie’s in New York. Most experts thought it would get to about 200 million dollars. They were very wrong. However, the gigantic sum paid is not the most startling facts about this masterpiece.

What is far more eye-watering is many don’t believe it is real. Many experts feel that it was done by Da Vinci’s workshop rather than the master himself. If that is the case the paintings value drops to 1.5 million dollars. My hands get a little sweaty writing that sentence. I don’t know why, it’s only a 448.5 million dollar gamble.

The first. The last. Original. The one and only. The genuine article. What is the value of specialness and exclusivity? Why is being distinctive so important to us? Why does it matter? I believe it is inherent in human beings to want to be different to everybody else. It might be a skill you have learnt. A story you can tell. An instrument you can play. Or, something you have collected. But most people attempt to have something that makes them different or if you prefer, interesting. Think of the last dinner party you were at. Who or what do you remember? Invariably, it was a story that somebody told that made you laugh or shake your head in disbelief. Or, an outrageous act from somebody who was a little drunk and perhaps had a serviette on their head. Either way, whether it was surprise or emotion being different is very good at disrupting the banality of polite conversations and bland pre-dinner snacks. In short, it gets you noticed.

I feel in a world where discussions are often about effectiveness, distinctiveness is often neglected. In advertising, especially these days, we often talk about what must be done, we speak far less about how it must be done. I can speak from experience when I say tone is often what trips up campaigns. We all know what the work has to do but how different or distinctive it needs to be is where you often run into tricky issues. Efficiency is important as is effectiveness. But here is the conundrum. That efficiency often comes from very inefficient and human qualities. Emotion, confidence, risk, surprise and a touch of drama. Without it, there is very little distinctiveness and consequently less efficiency. So, although many are trying, it would seem efficiency and difference are very difficult to separate. I think this quote from Rory Sutherland explains the puzzle perfectly.

“Like a peacock’s tail, advertising is not really about efficiency…A large part of advertising’s power comes from the fact that it is perceived to be expensive, and is broadcast at a wide audience in mass media, thus conveying a seller’s confidence in the widespread popularity of what is being sold”.

Or, to get back to our expensive painting, let’s look at it another way. In a strange turn of events, you have become wealthy and remarkably good looking. You have been going to expensive dinner party after dinner party. Each one, has had great food and wine, fantastic hosts and impeccable service. Tonight’s party has been no different until the host says to the gathering that behind the curtain is the last known Leonardo da Vinci. He unveils it to loud gasps. It would be a showstopper. You wouldn’t remember any dinner party before that and guess what you would be talking about at the next one?

So, perhaps, a Da Vinci is just a peacock’s tail to some ridiculously, wealthy billionaire (it was actually bought by a Saudi Sheik) with a permanent tan and fantastic white teeth. That’s what he looks like in my head anyway. Is he completely batshit crazy?

Actually, that is the wrong question.

The right question is what is genuine difference worth these days?

And the answer to that is another question.

What is a peacock worth without its feathers?

Standard
advertising, Creativity, Uncategorized

Creativity. Gentle anarchy never hurt anybody.

“There is no greatness where there is not simplicity, goodness and truth.”

Leo Tolstoy

There is probably a weird German word for it. A word for that strange feeling you get when you see an idea and it makes you happy and jealous at the same time. I looked at my phone screen and saw this picture. It is a picture of a see-saw that goes between the Mexican and American Border. This simple idea lets children play with each other even though they are separated by an impenetrable steel barrier. Think of the anger. Think of the pain that exists on either side of that steel line in the sand. Think about the intelligence and heart that creates an idea that lets people have fun in that barren and unforgiving environment. An idea, that does not break the law, but simply overcomes the law. An idea, that proves just how limited rules can be.

It was created by two architects, Ronald Rael and Virginia San Fratello. Their beautiful intention was to bring people together through design. As you may have guessed, I really like this idea. It has power, playfulness, humanity, humour and simplicity in equal measure. But most importantly, it has a gentle anarchy at its core. Great ideas like these have this essential creative point of view. There are no rules. Reject the world as it is or how others tell you to see it. Realise you have the ability to make the world the way you want it to be. And, it will be fun or at the very least, unboring. Gentle anarchy. This point of view can be scary for many. But without it, almost nothing will change or move forward.

Think of that famous 60’s photograph of the the anti-Vietnam war protester putting a carnation into the barrel of a military policeman’s gun. Gentle anarchy. It’s a gun. No it’s a vase. The power you thought you had is gone. It’s a wall. Nope, it’s a children’s playground. The power you thought you had is gone.

Transformation. Fundamentally, this is the super power creativity has. This was how the world was and, hey presto, now, this is how the world will be. It breaks patterns. It changes boundaries. It gives us new pictures. Instantly.

Nothing else does this. This is why creativity is so important. Many strong and brutal things can change the world but invariably there are casualties. Creativity takes the fear out of change. It can shift power effortlessly and elegantly. It can also make you smile in the middle of all the madness.

Creativity can change the world and nobody has to get hurt.

Standard
advertising, Uncategorized

Advertising. Making it mean something.

“Look, that’s why there’s rules, understand? So that you think before you break ’em.”

Terry Pratchett

After Cannes, I found it difficult to write anything. It felt like everything had been said. It had been dissected in a million different ways. There is a frenzy after Cannes to explain what it all means. And normally, I would be right there. This year, I needed a moment. I tried to move on and ignore it all but something kept gnawing away at me. I felt I needed a rant but I didn’t know what I wanted to rant about.

While this itchy-scratchy feeling was happening I walked into an old camera shop my son Jake had found. He had bought an old 70’s 8mm film camera for 35 dollars. As a smug former photographer, I told him he would never find film or batteries for a camera that old. He proved me wrong – in a single morning. Walking into the store was like walking into my past. Kodak, Ilford, Nikon F3’s on the wall. I don’t know why it amazed me but it did. It was like finding a beautiful old Ford Mustang in amongst a whole lot of bland Ford Mondeo’s.

I asked Barry the owner if he ever sold anything. He said he was selling two film cameras a day and processing about 20 rolls a day. And, he said with a smile, all to young people. I asked him why he thought that was. He eloquently said you can shoot 300 photos with a smart phone, but it’s too easy. It all looks the same. He laughed and said it becomes meaningless. You don’t think. So you don’t care about what you have done. People want it to mean something. They want it to be a bit hard. And, most of all, they don’t want to be like everybody else.

Maybe it’s because I was in this strange back to the future store but his words stuck in my head.

So here goes. Here is my rant.

Firstly, there was a lot of great work at Cannes, as there always is. And having a purpose as a brand can be a powerful force when done authentically.

But there was a term I heard recently: Woke washing. Another was Sadvertising. You will see a huge amount of this work is winning these days. But that wasn’t the itch for me. The itch that needed to be scratched was the attempt to use purpose (often tenuously with very little connection to the product) to evoke the same sad emotions over and over again. And yes, I understand the world is not a happy place right now and that brands can play a massive role in changing it for the better. If they are being authentic. Still, I couldn’t help wondering if Volvo’s Epic Split would still win a Grand Prix these days. You know, just something funny, clever and well made. Something that is designed to sell stuff. I mean that is the business we are in, right? Selling. I wondered if we as an industry are painting ourselves into a very narrow corner where having a purpose is rewarded far more than building a brand. (I know some will say that can be the same thing but I think that it is only true for certain companies). I wondered if the advertising of a company whose only purpose is to make great cheese could win anything of consequence. I wondered if we now have a very set pattern of success? A pattern that will be broken. Because, mark my words, that is what creatives do.

Or, in the words of Barry. “It all looks the same and feels the same. He laughed and said, it becomes meaningless. People want it to mean something. They want it to be a bit hard. And, most of all, they don’t want to be like everybody else.

I think I am going back to the store to buy some film.

Standard
advertising, Uncategorized

Advertising. What if nothing is changing?

“Creativity doesn’t wait for that perfect moment. It fashions its own perfect moments out of ordinary ones.”

Bruce Garrabrandt

There is an advertising urban myth about a company needing to sell more baby powder. Basically, all the brightest and the best would come into a room each day and try and brainstorm how they could sell more baby powder. They would look at communication, distribution and pricing. At the end of each day a cleaner would come in and clean up the room. While she did this she would listen to what they were saying. At the end of 3 days very little progress had been made in selling more baby powder. The cleaner could see everybody was a little crestfallen so she gave them her idea.

Why don’t you just make the holes bigger?

The question is always how you change the game. And the answer is usually made up of two words. Creativity and simplicity. You will find these two qualities in any answer of value.

However, changing the game and talking about change are of course two very different things. One of the funniest things in our industry is to watch people take on the cloak of the grim reaper. One of the safest positions you can take in our industry is that everything is about to die. This has been said every year since I got into the business. Bob Hoffman wrote a brilliant piece about this phenomenon in Cannes recently: https://campaignbrief.com/bob-hoffman-dying-at-cannes/

In it, he shows how speaker after speaker talks about how we are all dying if we don’t adapt. Or, how advertising is dying. Or, that massive change is on the horizon. Run for the hills. For the love of God, we have to change. Otherwise we are all going to die. Now, of course if you get to the end of these talks you will find most are selling something. And nothing sells quite like impending doom.

I guess the real question is what is changing and what isn’t. The idea of change has always fuelled our industry. The restlessness this brings is a good thing. But, it can also be a false prophet. So, I thought I would look at all this through the lens of an excellent article I read recently. For me, it highlights the fact that in the end we always come back to the need for creativity. That is what never changes. It is almost always the solution you return to over and over. And more importantly, it’s how you change the game and make giant leaps when everything else eventually gives you parity.

The article is by Jay Patisall in Forbes magazine called The Cost of Losing Creativity. Please do yourself a favour and read it. https://www.forbes.com/sites/forrester/2019/06/19/the-cost-of-losing-creativity/#2f061d79703a

In it he argues that the industry has commoditised brands and homogenised experiences. Here is what he had to say about how customer experience has become too similar to make a difference.

The issue is that the work looks, feels, and behaves too similar. The industry obsession for meeting every customer need and want for ease and convenience by using technology has left little room for creative differentiation. That has come at a cost. The front door to your brand is a web or app experience that is virtually indistinguishable. Fashion experiences look the same. Quick-service restaurant and coffee apps allow you to order ahead and skip the line. All airline apps allow travelers to check in, manage travel, and use a mobile device as their boarding pass. What can make one brand different from another when the experience is built from the same common technology platform, designed to solve the same user or category need, and programmed for the same two devices? Creativity.

In other words, there comes a point where through technology or just about anything else, you reach an experience plateau where everything becomes the same again. You and your competitors become the same again. And then, you have to differentiate again. For that you need ideas. You need creativity to change the game. It would seem as long as there is competition or choice this will always happen.

Take television and content. Recently, Disney and NBC have taken their content back from Netflix. The game is changing and to be fair there are many scenarios that could play out in the future. But just for fun, let’s take this information and run with it. Disney (I believe the app is called Disney Plus) and many others could soon have their own apps that consumers will be able to access in a variety of ways. This means in the future you could have a multitude of apps or platforms on your screen. And hey presto we are back where we started. Not unlike today with a multitude of television channels to choose from. What was once radically different will become familiar again. This cycle is far more true than radical change.

So, the question becomes how will all these streams of content differentiate from each other? My guess is a few people in a room trying to come up with ideas. No matter what labels are used or what impending doom men in cool trainers tell us is about to visit, this always seems to be the answer.

It is ironic that the one thing that actually creates change, doesn’t change at all. Creativity.

It knows eventually it will get the call after all the talking and posturing is done. It knows it is the only architecture that will let you leap again and again.

Just like the holes in the baby powder, the answer is always staring us in the face.

Standard
advertising, Uncategorized

Advertising. What is madness worth? Lessons from Vince and Tony.

“Belief is holding on. Faith is letting go.”

Alan Watts

We will get to the painting later. We need to go back 48 hours.

My little obsession with obsession and madness began with a story I had read on the plane to New York. Now, it is important you know that I know very little about skateboarding. Yet, even I know who Tony Hawk is. The story was about him doing the first 900. This happened at the X-Games in 1999. It is a trick that is ridiculously difficult because you cannot see the skateboard twice while performing it. One of those moments is the landing. You kind of have to just know where the board is and hope you land on it. I found an interview where the great man explains it far better than I could. https://www.dailymotion.com/video/x62akqy

Photo by Fernando Menezes Jr. on Pexels.com

What I found interesting about the story was the fact that even though time was up in the competition, he kept going. He didn’t care about the trophy. The trick was the prize. He tried to land it over and over and on his tenth attempt, he nailed it. The competition was over but the crowd went nuts. He had done something impossible. He had taken an extra 10 minutes to get to that invisible line in his head and changed the world.

It made me think what those 10 minutes were worth. Imagine, he had stopped because the competition was over. How important were those 10 minutes? How important is time?

In our business, the question is always how long will something take. And these days, there is definitely less time than there used to be.

Here is the strange thing though. Every great piece of work I have ever seen made in an agency had people who pushed and worked way beyond what was required or reasonable. They were trying to get to that invisible line in their head. They disregarded time to make something great. It’s a type of madness that many in our business don’t understand or think is important. But believe me, it is not an ingredient you can do without.

Depending on your point of view, spending that time is either wasteful or very necessary. What I believe is there has to be some level of obsession or unreasonableness to get somewhere new or great. This is why creativity is so difficult to commoditize. It is the antidote to patterns. Its job is not to accept the way things are. This makes people uncomfortable.

In advertising, we are very fond of talking about pushing the work. Go one more round. However, lately, there are other narratives. One is that advertising is dead. The other is that creativity might not be required. Perhaps, it can be replaced. At the root of these narratives are always money and time rather than any concern for the product.

Super Bowl Sunday in New York

While I was thinking all of this, I found myself in the middle of New York. I was lucky enough to have a ticket to the Skittles Commercial Broadway Play. Instead of running a 5 million dollar ad on the Super Bowl, they created a play. The year before, Skittles made an ad for just one person. Both campaigns were very original, a lot of fun and very successful. Some would say they were very risky or a little mad. Well, that night I watched the Super Bowl for the first time in America. I remember about 3 commercials from hundreds. There were a lot of patterns. Celebrities etc. Some ads were genuinely awful. They were boring and facsimile’s of a hundred ads that have come before them. Strangely, those are never seen as a big risk. Yet, for brands they are the biggest risk of all.

Skittles Poster on Broadway

I kept thinking about being unreasonable and where it belongs in the modern advertising landscape. Is there enough time to be unreasonable or is it just too much trouble? What is the value of making an impact versus frequency? My old boss used to say there is never time to do it properly once but there is always enough time to do it averagely twice. He was smart.

The next day I found myself staring at Van Gogh’s hypnotic Starry Night with hundreds of people at the MoMA. He painted it from an asylum through barred windows over 120 years ago, yet it feels modern. He was losing his mind. The scene doesn’t exist. It is made up. The village in the painting was painted from memory. I stared at it for a very long time. I came to three conclusions.

The more I looked at the painting the more beautiful it got and the less I understood it.

There are no colour by numbers paintings in the MoMA.

A lot of people might not like or be comfortable with madness and obsession but it has value that is beyond measure.

Because it can change everything.

Standard
advertising, Uncategorized

Advertising. Anybody want tickets to Fyre Festival?

Photo by Nextvoyage on Pexels.com

“If you stand for something, you will always find some people for you and against you. If you stand for nothing, you will find nobody against you, and nobody for you.”

Bill Bernbach

There is an old adage in advertising that says nothing kills a bad product faster than good advertising. Of course, that is assuming the product actually exists.

The recent documentary ‘Fyre’ on Netflix is about a music festival that became a slow motion car crash in the Caribbean. It was sold by influencers and models on Instagram as as a baby Coachella on Pablo Escobar’s Island. It turned into Lord of the Flies for rich kids with yoga pants. It is a cautionary tale about what happens when you can no longer tell the difference between the advertising and the product. In fact, in this case, for many, the advertising was the product. One of the telling comments in the documentary was that the real Fyre Festival was the photo shoot that happened before the festival itself.

While watching this, it was easy to laugh. And I did, while covering my eyes from the impending doom. All the ingredients were there. Magnificent stupidity. No appreciation of why you need professionals. People trying to pretend time doesn’t matter. Self-belief and ego on a gargantuan scale. People thinking that talking is the same as doing.

These ingredients are not new in our business. What has changed in the last couple of years is the clear delineation between communication and reality. Which comes first? The Fyre festival is a great example of this but social media is littered with many others. The subject is the object. The communication has become the product. It is what is being sold. It is what is being bought.

It got me thinking about the gap between what brands do and say and where those gaps will be in the future.

One of the strange things about our business is you will meet many people who think advertising is bullshit and is a waste of money. You will also meet people who think it can fix almost anything. And I do mean anything. The crazy part is they are often exactly the same people. It just depends on what they are dealing with when you meet them. How close is reality to biting? How authentic are they prepared to be? What are they prepared to say? Where this all gets interesting is when they have to back up what they say.

Over the last couple of years this question has become far more important. Building brands that have a purpose has become a big discussion in our industry. Take Nike, Pepsi and Gillette as examples of work that have had varying degrees of success using this idea. I am sure there is a wide range of opinions on the idea of brand purpose and the specific work I have mentioned. However, I just want to make two points about this direction with regards to authenticity and the range of emotions marketers will have to deal with going forward from the public.

Firstly, brands that actually live their purpose will have far more success. And purpose, is not something you can just manufacture. It is a behaviour. Done well it can make the brand distinctive and connect with the community it is in. Think about what Nike did with Colin Kaepernick. It was a risk that was mitigated by the brand itself. Very few brands could do this because they don’t have the track record. Are they really doing it and have they always done it, will always be the questions to answer.

It might seem obvious but there are still brands out there doing exactly what the Fyre Festival did. With social media, the danger in doing this is considerable. The world is watching. Communications about purpose without any authentic experience is not an option. For the brands doing this, welcome to the island, the people are pissed off and they are telling their friends.

The other point is that to do this successfully you have to be comfortable with a little hatred or perhaps quite a bit. This is going to get weird for a lot of brands and I think some won’t be prepared for what could happen. To have a purpose, you have to have a point of view. That point of view will not be universally liked. That is almost certainly guaranteed. Nike and Gillette experienced this in fairly extreme ways ranging from shoes being burnt to razor blades being flushed down the toilet. All online of course. How a brand can backup what it says will allow it to absorb this kind of pressure and hold the line. If you are not authentic, welcome to the island, have a Pepsi.

The world is changing but then again maybe not. It would seem in a fractured media landscape that has both social influencers and big brands trying to shape reality, albeit in very different ways, one thing will always holds true.

If you say it, you better bloody do it.

Standard