Posts Tagged ‘advertising’
The Case for Desire
Hint: your smartphone is symptom not cause
Advertisers bank on it. Ascetics deny it. Libertines fan it while most of us try to tame it. Desire always drives behavior. The question is training ourselves to desire the best things, which are often not the immediate things. Habit can work for or against us in training desire. But it is desire—that glowing reactor in my mind/heart/instinct—that pushes me toward some object that has just now become irresistible.
Beautiful things can grow from years of tending
But when desire fails—what then? That sounds perfect, right? Always in control.
Not so much: In talking with my depressed friend, desire seems suppressed and/or forgotten and nothing matters. Nothing is interesting. Tiredness, life-weariness, stress, maybe age—all of these seem to affect desire. Without desire, curiosity vanishes. Without curiosity, life’s luster languishes.
How to rekindle desire—and especially desire for things/people/relationships that will prove generative after five, ten, or 70 years?
My hunch is that my smartphone is not the secret to rekindling the right desire. Whatever is being sold there is likely not the direction that will sustain over the long haul. Gratitude seems a potential route to rekindled desire—on this point, both my atheist friend and the poet-king agree. A good conversation with a person full of life may rekindle desire.
Connection may rekindle desire. If your smartphone helps make connections with real humans, that’s good.
If not, focus.
Elsewhere.
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Image credit: Kirk Livingston
“And the only one with access is me!”
Why you need this Dutch insurance company.
Privacy is something we are keen on giving away.
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Via Adfreak
Trebor: Proper Mints for Proper People
Still, confession is good for the soul
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Via the Sell! Sell! Blog (click to check out the other soft mint fever-dream ad)
George has a superpower. You do too.
Problem: How to get people to appreciate something they already have?
Solution: Dramatize it.
Nicely done.
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Via Adfreak
Dave’s Regrettable Dance is…Hilarious
Superbowl commercials are mere hours away.
[Click image to play on Creativity site]
I think they are playing a football game too.
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Via Creativity
Clothe Your Team with Inspiring Briefs
Creatives are natural problem-solvers. Start them with a tantalizing puzzle to solve.
In stark contrast to the meeting where the boss wanted creatives morphed into analysts, Adrian Goldthorpe (Lothar Böhm London) has such faith in the creative process he thinks creatives are proper problem solvers. All they need is the right question, which turns out to be a really good puzzle to solve.
One Artist’s Solution: 262 Studios, St. Paul Art Crawl
The creative brief (as you know) provides a quick take on a new assignment. All too often the brief is prepared and presented as a sleepy, non-essential document. But for copywriters and art directors, that brief can and should be a vital link to starting with the right focus.
Goldthorpe laments the mindless filling of briefs and checking of boxes, which is how many creative projects begin. Instead, at a meeting in Moscow earlier this year, he recommended short, informative briefs that facilitate (versus block) creative solutions. The brief should succinctly answer five questions:
- What should the creative do?
- What do we want to achieve?
- Who is the audience?
- What is the brand proposition and how is that supported?
- What is the tone of the voice?
Of course there is more to say in a brief and we all experiment with different ways to communicate this information. But I like Goldthorpe’s succinct, concrete statement of the problem. It is enough information to provide a frame to begin the creative process.
Naturally the creative process is not just for “creatives” at an ad agency. Presenting our problem or opportunity for others to consider and collaborate with is something authors deal with, and parents and professors and bosses. And coworkers.
It behooves any of us to consider how we succinctly introduce a topic to others, especially if we want help.
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Via POPSOP
Image credit: Kirk Livingston
Zumba: Create Your Own [Alternative Dance] World
Learning from “Let it move you”
Advertising’s great advantage is making images that dismiss the real baggage real people carry into the real world. And that’s why we buy the product: we want to be that person so in the zone we don’t realize we’ve been dancing on the conference table in the middle of a budget meeting.
[Click to play at Creativity]
But is “dismissing real baggage real people carry into the real world” really so far-fetched? I’m starting to think not. We’re all marching toward some image of life that we’ve created or someone has created for us.
What are you marching toward?
What could you be dancing toward?
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Via Creativity
We Landed a Medtech Account—Now What? 3 Understandings
Bollixed and castrated and then we begin
Advertising agencies and marketing firms are eager to land medical device accounts. These prestigious accounts are much desired and would seem to enlarge the status of an agency because of the exacting, rigorous work that helps the human condition. It doesn’t hurt that they seem to pay on time. But having worked with a number of ad agencies once they land such an account, there are a few common threads that surprise principals and employees:
- You’ll need experts: people who know how to work within a regulatory framework (“Claim this.” “Never claim that.”). People who know the words that soothe lawyers while still making sense to humans. And especially people who know their sinus node rhythm from their rhythm method. You will stay on message and every claim must be neatly tied to an article from a respected (first or second-tier) journal.
- Your creatives are (already) wringing their hands. That’s because creative solutions lie on the other side of a legal/regulatory/corporate culture grinder.
- Yes: the company has come to you for creative solutions.
- No: they cannot/will not back-off their own internal legal/regulatory controls. Their own internal machinery will bind and castrate many of those solutions you have used in the past. What a great beginning point!
- There will be rounds of changes. Many rounds. Way more than you are used to. Far more than you can reasonably put in your bid. They will seem…unmanageable. Taming revisions will take your best customer service manners and may take you deep into the internal relationship structure of the firm. But that is exactly the kind of partnering that is needed
If your agency can come to grips with these three understandings without imploding or driving sane people mad, you’ll begin to build a reservoir of expertise.
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Image credit: Kirk Livingston
Let there be cheerleaders everywhere.
Thank you, SNL, for introducing these irrepressible characters into our cultural conversation.
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conversation is an engine 