The Musings Of An Opinionated Sod [Help Me Grow!]


Creativity Vs Complicity …

So many ads today end up just being fancy sales brochures.

A nondescript, stylish image that either has some meaningless line thrust upon it or a literal lift of the proposition from the brief to become the headline.

Clients love it because they think there’s no wastage.

That there’s no ‘thinking’ that the audience has to do to ‘get the message’.

I remember years ago – when I was working on SONY – the client kept referencing Mr Bean.

No, I’m not joking.

They kept saying Mr Bean is understood by all. Loved by all. Communicates a message without saying a word. They were really trying to push this until I pointed out that while that’s the case, no one would spend thousands buying a TV made by Mr Bean.

Then Balls got made and undermined my argument for years. Hahahaha.

And while I hate looking backwards, I can’t help but think the past was far more interesting creatively than where we’re at today.

These days Audi talk about ‘Future is an attitude‘ when once they talked about Vorsprung Durch Technik.

We have Chivas Regal going on about ‘every taste is an experience’ when once they talked about ‘giving Dad an expensive belt‘.

Heineken now ‘open your world‘ when they once ‘refreshed the parts other beers can’t reach‘.

We have countless other brands who were once so powerful with their brand voice who have now become bland.

[Nothing sums it up like this Audi ad for the same car with pretty much the same line]

What really gets me, is we have the talent in the industry to change this.

We have the hunger as well.

But while there are exceptions – and I mean it in terms of agencies who consistently bring the work rather than the odd bit of work getting through – somewhere along the line, we seem to have chosen a path of complicity.

Without doubt the research techniques becoming more and more favoured by companies plays a part in this. As our clients who are more focused on not making a mistake than making an impact. But it cannot be ignored that agencies have a lack of desire to stand up for what they believe is right. Preferring to be complicit rather than respected.

Which may explain why so few of them believe it is worth investing in finding out what is really going on in culture – preferring instead, to either outsource it or just accept the viewpoint of whichever ‘paid for’ 3rd party the client has hired to do the work for them.

What brought this all up was seeing an old Honda ad from the late 70’s/early 80’s.

OK, so Honda have a long history of doing great work – especially from Wieden London – but it’s always been a brand that has run to its own rhythm with its own idiosyncrasies. But even they – these days – are falling into the trap of rubbing off the edges that defines who they are to become like everyone else.

This ad – like so many of the truly great early 80’s ads – came from Chiat/Day.

My god, what an agency they were.

Sadly I say ‘were’ because as much as they still have great people in there and pull off the occasional truly interesting bit of work, when you compare them to what they were like decades ago, there is no comparison.

Brave. Honest. Distinctive. Creative as hell.

Hell, even when they lost, they did it in a way where they would win.

Every single person in adland – especially at C-Suite level – should read this brilliant article by Cameron Day, son of Guy Day … one of the founders of Chiat.

‘How Big Till We Go Bad’ is a fantastic guide on how to build a truly great agency. And then destroy it.

Anyway, I digress.

The Honda ad I saw of theirs was this …

No, your eyes are not deceiving you.

Once upon a time, car manufacturers – or at least some of them – understood equality.

No cliches.

No pandering.

Just treating their audience as adults and equals.

It’s not really that hard is is, but if you compare it to what we see today, it feels we’ve regressed. [Read more about car ad devolution – with a few exceptions – here]

I do not want to look in the past.

I believe my best creative work is ahead of me.

Or at least the potential of it.

To paraphrase Death of a Salesman – or the equally brilliant Nils of Uncommon – we shouldn’t be interested in stories about the past or any crap of that kind because the woods are burning, you understand? There’s a big blaze going on all around.

But the problem is, people have to see the woods are burning and I worry a bunch of the fuckers think it’s a sunset. Then again, it will be … because if we don’t push forwards, it will be the sunset on our industry and that will be the ultimate insult, because the past should never be more exciting and interesting than the future.


14 Comments

I never liked Mr Bean.

Comment by John

But I really like Guy Day’s article.

Comment by John

Fine observations. Creativity should always be encouraged. I can think of perhaps two tv commercials that show any thought and genuine appeal. I know there must be more talent out there. Many times a fresh approach is discouraged because sponsors have no imagination and cannot or will not take a chance on someone else’s being successful.

Comment by Patricia Brown

There’s way too much work designed to please the company boss not the actual audience.

Comment by Rob

all the research in the fucking world and they go with the lowest common denominator. marketers are fucking imposters.

Comment by andy@cynic

Oh yes …

Reminds me of your “have you slept with a prostitute” conversation with the BBC America client. Which is both a blessing and a curse, hahaha.

Comment by Rob

that civic ad would still fucking work. its better than all the other car ad shit out there.

Comment by andy@cynic

It would work so well. Even the car would.

Comment by George

Hahaha … yes, the new mini-Honda does pass more than a resemblance. https://tinyurl.com/2fnc9m2n

Comment by Rob

When people talk romantically about the past, it traditionally shows their age. But the work that is issued by many brands today justifies this post and all the abuse. What makes the biggest difference is you want to bring standards to new thinking rather than just moan or accept. The industry needs more people like you.

Comment by George

you fucking toad.

Comment by andy@cynic

and fucking delusional twat.

Comment by andy@cynic

I have to agree with Andy. But thank you.

Comment by Rob

campbell gets it. occasionally.

Comment by andy@cynic




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