I did a talk the other day at Here London. I had a truly lovely time. The other speakers were all – without exception – amazing, talented, interesting and passionate. I felt spectacularly un-worthy.
I whanged-on about what I reckon might be wrong with the world of ‘advertising’. (The same thing may also apply to other types of commercial creativity. It’s just that advertising feels like the canary in the coal mine of fucked-up-ness).
In one bit I drew an odd parallel between nightclubs and communication. And how, in the good old days, you’d have moments when a big tune dropped. And you’d get a reaction like this:
But now there’s so much music out there, no-one ever plays the same tune twice, for fear of appearing out of date. Everyone wants to be cutting-edge.
And it doesn’t come much more contemporary than DJ Anklepants. Seen below performing a set for Boiler Room in Berlin. You might notice that the crowd do not seem to be experiencing outpourings of ecstasy, there’s just a strange sense of bewilderment.
I’m not saying there’s not a place in the world for DJ Anklepants and his animatronic cock-nose (I’m actually a closet fan).
But there’s too many people in our industry spending too much time worrying about appearing unique, innovative, and disruptive to their peers. Instead of focussing on making things that are actually great, and might one day be seen by a actual real people.
I suspect that the current spate of ‘innovative’ advertising exists because it’s harder than ever to make a dent in mainstream culture. And perhaps it’s also why so many of these projects end up immortalised as: ‘look how what we did really moved people’ videos.
You know the videos I’m talking about. The ones where a brand does something surprising (typically on a sunny day, and often in a town square, or equally universal venue). We see people looking thrilled, entertained, helped, inspired, weeping, or whatever.
And we can’t help but think to ourselves: “Look! Real people, being emotionally touched by an advert”.
We’re all suckers for these images of collective joy. Because we spend our time glued to screens, physically separated from each other, these ‘experiences’ appear tantalisingly ‘real’ and joyful.
Especially when most of us struggle to imagine the feelings that people experience individually at computers or on phones around the world when we do something that appears on a screen.
So instead we make ‘happy people’ videos. To remind us that people really really love advertising, in all it’s glorious forms. And, because the video makers are experts in making stuff look great, we can’t fail to be impressed by how innovative, clever, and genuinely touching the work looks. But it’s also impossible to see what’s actually going on.
If the cameras were fixed, and the footage was honest and unedited, I suspect that much of today’s celebrated advertising work would capture audiences as bewildered as a bunch of clubbers faced with DJ Anklepants.
We’re at a unique moment when it’s possible to engage vast quantities of people on massively exciting platforms. And it’s up to us to use those platforms to reach people in meaningful and lasting ways. So let’s not be suckered by the shiny happy people enjoying mini-spectacles in the sun. Let’s stop faking togetherness and get some more Hardcore Uproar on the go instead.