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

This is the last week of posts for a while as I’m flying off to Europe on Friday.

Not for a holiday.
Not for Colenso.
But for a stream of meetings in LA, London, Amsterdam, Milan and Berlin.

All in 8 days. Darrrrrling.

God, what an asshole humble brag. That isn’t even humble.

Which is why I am not asking you to feel sorry for me because [1] I’m not stupid and [2] 8 days or not, it’s a fucking dream gig. However – if it makes you feel any better – while all of these trips are at the invitation of a range of different VIP’s, I’m only going because they want me to be their cat litter tray rather than be a valued guest.

Did that make you feel less loathing towards me?

What about making the darkness of Monday morning feel a bit brighter?

No? OK … better move quickly on.

So not too long ago, I wrote a post about the brilliant Trevor Beattie and his brilliant analysis of the modern Specsavers creative work.

Specifically, the strategic shift from ‘what it was’ to ‘what it is’.

And while he didn’t say the current work doesn’t live up to the standards of the original work, his central point highlights – at least to me – why I don’t think it does, exemplified by this piece of work that I saw near our office recently.

I should point out this gives me no joy to say whatsoever, because:

1. Specsavers played a significant role in saving my sight by recognizing my disease early and then writing a referral letter for me to urgently see a specialist.
2. Specsavers has continually proved the commercial and creative power of s great idea.
3. The shift Trevor highlighted, may – for reasons I don’t quite understand – be deliberate.

But whatever is behind it … going from the comedic potential of not seeing properly to laughing at the incurably stupid … has potentially resulted in moving the brand from friend to foe.

Or worse, bully.

Now whether they meant this to happen or not is anyone’s guess.

I’m assuming not.

Which reinforces the need to always understand the nuance of an idea – because if you don’t do that, you don’t just undermine years of craft, care and rigor, you undermine the very value you are being paid to elevate.

See my recent post about the billboard for the movie, Devil Wears Prada 2.

There’s too much complexity in our business. But solving it with simplistic interpretation doesn’t help anyone either.

Which suggests every creative, strategist, suit and marketer may need to go to Specsavers to see how to do their job properly.

With craft.
With rigor.
With care.
With an ability to actually – ironically – see it.

And with an understanding of the nuance behind the idea so your work – whaever role you play – is always building the brand up rather than tearing it down.