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
advertising, Uncategorized

Advertising. Anybody fancy building a dangerous cathedral?

“We don’t see things as they are, we see them as we are.

Anais Nin

There is a story about three men who spent their lives quarrying rocks. When asked what they were doing, one replied, “Breaking rocks.” The second said, “Earning a living.” The third said, “Building a cathedral.”

Perception. In advertising, it is often aimed or focussed at the client or the project we are working on. We are always looking outward. It is very seldom that we have a clear point of view about ourselves. I remember once being told by a friend the main reason ad agencies make such bad ads about themselves is because an eye finds it very difficult to look at itself.

This lack of depth and understanding is never more obvious than at the beginning of the year when people in the industry are asked what is important for the year ahead.

The answers I read were in a trade mag and what struck me was how similar the answers were. Almost everybody answered that creativity was the way forward. Initially that made me happy but then I got this weird feeling of dread. Really? These people all passionately believe in creativity? Half these people wouldn’t know what creativity was if it kicked them in the nuts. It was like some publicist had told them that creativity was the right answer. It was like they were going through the motions in a glitterless pantomime. They had made creativity just a word. And what’s worse, they had made it sound boring and unimportant.

This year it felt like these people were treading water in a pool of corporate correctness. They were waiting for something. Doing only what was required. There was no danger or audaciousness. It felt like they had no confidence or point of view.

There have been many that have said advertising needs to get its confidence back. The question is always how?

Before I answer that, lets look at the industry landscape. In the last 6 months, some of the greatest advertising agencies that have ever been have disappeared. Poof. Gone forever. Insert Kodak story.

Now, did they disappear because of what we all say is the most important thing in advertising. Creativity? No. Perhaps the work got worse in the end but I can promise you it wasn’t because the creatives didn’t try. I know, I spoke to them.

These agencies disappeared because people cared about the wrong things. These agencies disappeared because they became boring. These agencies disappeared because they stopped having a point of view. And creativity, became just a word. It stopped meaning anything. When that happens, no process, delivery mechanism or structure can save you. The centre cannot hold because you have nothing of value anymore. There is nothing to sell.

To answer the original question, confidence in our industry has always come from doing, not talking. That will never change. Turning creativity into a verb. Making shit. Astounding the world. Doing what has never been done. Doing what others won’t or can’t. Being brave and trying very hard to create a little magic. Doing will give us our confidence and in turn begin to change the way we see ourselves.

2019 is not the year where we have the luxury of simply going through the motions. We cannot give the same boring answers. We need to remember what we are capable of. We need to fight. We have to believe in creativity again. It cannot just be a word. We have to make it mean something. There is no other way.

As an industry, we need to remember that our confidence has always come from building dangerous cathedrals.

Standard
advertising, Uncategorized

The soft, silence of Tokyo.

“Living right in the heart of Tokyo itself is quite like living in the mountains – in the midst of so many people, one hardly sees anyone.” 

Yūko Tsushima

Imagine you are in a city of close to 15 million people. You are walking down a large street. It is a lot like 5th Avenue in New York. For a couple of seconds, you are happily staring at one of the beautiful window displays. You turn around and your child is gone. The worst feeling in the world. This had just happened to a woman as we were driving down the same street. Our driver stopped the van suddenly and jumped out. Not speaking Japanese, we didn’t realise this unfortunate event had been announced on speakers that I think you find on most Tokyo streets. Thousands of people stopped what they were doing and looked for the child. Our driver happened to see the kid with many others and the child was re-united with a very relieved mother.

It is the best example I can give of this feeling of consideration and kindness that permeates through the busy, quiet streets of Tokyo.

That’s the other thing, it is by far the quietest city I have ever visited. It is a silence that is magnified by the vast amount of people you see. It is a silence that lets you think. It is a silence that lets you see.  It is a silence that feels like millions of people are showing you kindness at the same time. It is a kindness that makes every street seem exquisitely empty.

You realise a lot about yourself when you are out of your comfort zone. You notice that your pre-conceived ideas are often bullshit or very shallow. You have this cartoon idea of a place. And then, you get there and you break out of auto-pilot and really notice the small details.

Here is a little example of thoughtfulness I remember. I was offered chewing gum with a Post-it. The Post-it was to put the gum in before I threw it away. Not exactly a Godzilla film in scale but it is an act that sums Tokyo up for me. A billion, tiny, beautiful acts.

My colleague Christie Cooper also told me about a shop assistant walking a couple of city blocks to give her something she had left on a table. Strange little details. Huge amounts of consideration and caring.

Tokyo also made me think of craft. In the West, we often think of craft as something well made. Something beautiful and quite often, expensive. We often associate craft with objects. Tokyo showed me there was another type of craft. The craft of how to live. It is not a nice to have. It is craft based on caring about others. A selflessness. It is kindness and consideration in all your actions. The craft of how you make another person feel.  We would call it something sterile like user experience or some other jargon. In Tokyo, it is simply the right way to treat others. Yet, somehow, it is far, far deeper than that. Like I said, a billion, tiny, beautiful acts.

img_2887

Now, I am sure Tokyo is not perfect. No city is. But, it was for me. It got me out of my comfort zone and showed me new things. It broke my routine. And, perhaps more importantly, let me feel new things. I will always remember the feeling of being in the middle of a city that creates an impossible silence. I will also never forget a child being found on a busy street because a city stopped and cared. 

What a crazy idea. People thinking about others more than themselves.  

Tokyo showed me the ultimate form of craft is kindness.

Merry Xmas everybody.

 

 

 

Standard
advertising, Uncategorized

Advertising. There’s a reason they say a picture is worth a thousand words.

IMG_2485

“Meow means woof in cat.”

George Carlin

Years ago, I was asked by a client to write some ads. There was a catch. He wanted me to write ads about nothing. He had no facts to communicate that would persuade anybody to use his company. His competitors had far more advanced platforms and it would be another two years before he caught up. For two years, he wanted feel good ads. His words, not mine. Six months in he called me in to say that he liked the ads but they needed more facts. I said do you have any? He said no. And then he said, you’re the clever creative, come up with a few. We both stared at each other for a very long time.

I remembered this story when I was recently asked the other day why advertising sometimes goes wrong or why it can take so long. My response was to use Susan Sontag’s quote. Words are not things. It is one of my favourite quotes because it explains so much about the business.

If you have been in the business for a while, you will start to see the same words over and over. Here are a few. Real, authentic and fresh. Or phrases like ‘out of the box thinking’. You will see or hear these words fairly often. They relate to how the communications should feel. These words often create the opposite of clarity.

Now, there is nothing wrong with these words. As words. The problem with these words and many others is they either mean nothing or they mean very different things to different people. So, when you try to take them from nice words into actual things you run into all sorts of problems.

Let’s take one of these words as an example. Real.

We all know what it means right. But let’s turn it into a film.

Visually and conceptually, real can mean many things. Should it feel like a documentary or real as in contemporary and what’s happening today? Maybe the gritty reality of Martin Scorsese’s Gangs of New York.  Or, should the people in the film not feel airbrushed? Real characters speaking like real people. Do we mean real emotionally? Or real as in based on a true human insight. Now, that is just one word. And perhaps you can answer all of those questions.

OK, let’s add the single phrase ‘out of the box thinking’. Simple right? Real and innovative. So, show me something that you know is true and honest and something that is new that you have never seen before. That is a little trickier. Let’s ad the words passionate, fun but not quirky. Real, new, passionate, fun but not weird.

Five words in and we are already in deep shit. Yet, there is a greater problem. Almost everybody involved in the process has slightly or very different interpretations of these words. What one person thinks is fun another person will think is very weird. We might think we are all speaking the same language but already translation is required.

This is the great problem with language. It creates the illusion of precision.  We think it is a simple bridge from imagination to reality.

And in an industry that single-handedly supports the very wealthy people that make Post-its, this is a big problem. We are very fond of creating lists based on a whole lot of words that we pretend are ideas. We think these words will become a thing. We think this gives creatives direction.

I have just demonstrated with five simple words this is not the case. What language doesn’t address are things like understanding, tonality and intention. These three words are often the reason the process takes so long. Looking at my career and speaking to other creatives these three words are the most frightening of all.

We worry a lot about what we are going to do. But what often causes all the problems is how we do them.

Vague words on a page don’t really solve this.

Making others see exactly what is in your head does.

And often, that, can, be a very slow and strange dance.

Standard
advertising, Uncategorized

Advertising. The undeniability of Redwoods.

IMG_2441

“The redwoods, once seen, leave a mark or create a vision that stays with you always. No one has ever successfully painted or photographed a redwood tree. The feeling they produce is not transferable. From them comes silence and awe. It’s not only their unbelievable stature, nor the colour which seems to shift and vary under your eyes, no, they are not like any trees we know, they are ambassadors from another time.”

John Steinbeck

There is a type of silence that happens now and again that makes you smile. When this silence happens and you look around, the other people with you have exactly the same expression.

I was in Las Vegas to judge the London International Awards. The jury was full of some of the most talented in the business. I learnt a whole lot from them and their collective wisdom. There were many arguments and different points of view but now and again there was a fantastic silence.  In the middle of a mad adult theme park, floating in the desert sun, silence. When you see something great, you just know.

43032661_10155573431036681_5440001715938000896_n

Las Vegas is a mirage that is real. The city of sin is everything they say it is. The brighter the lights, the longer the shadows.

A taxi driver told me he just needed one more jackpot and he could leave. I asked him how long he had been waiting for the big win and without hesitation he replied 16 years. He then asked me how much change I wanted from a 10 dollar ride. I had given him a 20.

Vegas is also plastic fantastic. The city has created its own world that eventually on some level you have to surrender to. A reality, based on greedy determination and admirable ambition. A flagrant disregard of what you are supposed to do. Vegas has so much of itself, that somehow, it can defy the laws of physics. Time and space can be altered. Day becomes night. Luxury that makes you forget. Opulence that makes you believe anything is possible. And, savagely sunburnt couples in matching vests drinking two litre Margaritas at 8:47am. On a Tuesday. Eventually, you sort of love it. You know you shouldn’t, but you kind of do.

IMG_2467

What Vegas has is a density. A density of information. Layers of glitter. Many explanations. Proof that the odds are in your favour.

So, against that backdrop, perhaps the silence in the jury room was heightened. We had all just seen a great idea. We were all smiling. We were nodding. Words were unnecessary. Nobody had to explain. It was self-evident.

IMG_2538

I was lucky enough to experience that silence a few more times on the trip. Once at the bottom of the Grand Canyon overlooking the Colorado River. It is so beautiful it looks like a bizarre naturally occurring Wes Anderson film set. There is an intense silence. A silence, that feels like it is coming from inside you. A silence where everything makes sense. A silence when you are absolutely there.

I began to think about this idea that when things are truly great, language fails you. This idea of knowing. Nobody has to explain something if you feel it. Whether it is an idea, a song or a very large tree. We easily trust and are seduced by words. But, when something is truly great there is a leap from language to another place.

IMG_2637

I saw the Redwoods in San Francisco after a slightly insane bus trip. Our bus driver had an extremely monotonous voice. It didn’t go up or down. He droned on as if reading while highly medicated. He was doing this while going around sheer cliffs. A passenger actually shouted for him to shut the fuck up and focus on the road.  I believe we reached The Muir Woods just in time. The silence amongst those giants was perfect. That is the only word I have. Perfect.

So what does this have to do with advertising?

Advertising has a lot to answer for when it comes making a lot of noise. It is responsible for a lot of glitter and tinsel. It also makes a lot of rubbish. Watch television on any given night or flick through a few banner ads. Most of it is utter shite. The Vegas strip is not dissimilar to this. Selling and yelling. Everybody wants your attention. It literally becomes a blur. Some of you may say well that is just the way the world is these days. Perhaps.

What is strange though, is when you are in a room and watch 400 ads you remember the one where there is silence in the room. You just know. We all smile. No words. It had craft, beauty or made you feel. You don’t remember the tinsel you remember the Redwood. You remember what is special.

Now, before you say it, I am not comparing advertising to the majesty of the Grand Canyon or a giant Redwood.What I am saying is what always stands out is quality. The hustlers think you can cut corners. You can, but only for a while. The truth is people know. Just like the jury, we just knew.

A simple lesson I learn over and over.

Instead of making and believing in a lot of noise, we should be looking for that perfect silence a little harder.

Standard